BOOK: The Four by Scott Gallaway

Goodreads: Amazon, Apple, Facebook, and Google are the four most influential companies on the planet. Just about everyone thinks they know how they got there. Just about everyone is wrong. Whether you want to compete with them, do business with them, or simply live in the world they dominate, you need to understand the Four.

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So let’s not be a hypocrite. I am a fan of the four, just like everybody else. You have to admit, at some point in your life, you wanted to work for them. I want to pick their brains out, have breakfast with them and find out what they talk about on a daily basis.

Let me list down what Scott Gallaway has to say about the Four Horsemen..

  1. Amazon (Earth’s Biggest Store) lower cost, greater selection and faster delivery.

Amazon’s rise rests on its appeal to our instincts. Bezos realized reviews could do the hard work of retailing for him. Customers do the marketing. By acting quickly and decisively – you force competitors to respond to your last maneuver as you’re entering the next one. It”s core competence is storytelling. They are replacing profits with vision and growth.

2. Google (Modern Man’s God)

Who else inspires so many queries about the unknown from all corners of the world? The insights into consumer behavior Google gleans from a billion queries each day make this horseman the executioner of traditional brands and media.

3. Facebook (Most Successful Thing in Human History)

It’s gaining influence faster than any enterprise in history. It’s algorithm can be used to microtarget distinct populations in specific geographic areas. It offers unparalleled granularity, assuring that advertisers only spend money on people who are already in-market. It decides which content is best suited to convey advertising and who will see it.

4. Apple (Most Profitable Company in History)

The global badge of wealth, education and western values. It counts among its congregation the most important people in the world: The Innovators. Apple decided to pursue scarcity to achieve out sized irrational profits. Apple is the first company to have a shot at multi generational success.

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  • The key to success in e-commerce wasn’t execution but creating the hype around a company’s potential, and then selling it to some rich sucker before the house of cards caved in.
  • The key to success in a multi channel era is knowing which channel to optimize and how to cater to our hunter-gatherer instincts.
  • What can you do that gives you an advantage that’s hugely expensive and that no one else can afford?

TROUBLE

  • All do more with less, all put people out of work.
  • When we allow an enterprise to run unchecked and lawless, we’ve lost respect for the proper standards they, versus other firms get to play by. It only adds further fuel to the flames of inequality.

Five Key Attributes to Success

  1. Iconic Founder
  2. Artisanship
  3. Vertical Integration
  4. Global
  5. Price Premium

The society trusts the four horsemen so much that we allow them to listen to our conversation, monitor our transactions, keep track of what we’re doing and harvest our consumption data. We give them so much power in to our private lives. The four is leveraging big data and has an unrivaled knowledge of consumer purchasing patterns. We have voluntarily handed over all information.

The four have so much power over our lives that most of us would be rocked to the core if one or more of them were to disappear.

P.S. The book’s really good. It will give you insights that you never thought or ever looked into. I suggest you pick up the book, head over to the counter, pay for it and lock yourself in a room until you finish it. ❤

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