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Apple, Amazon, Google, and Facebook are in an unprecedented race towards a $1 trillion valuation and whoever gets there first will exert untold influence over the global economy, public policy, and consumer behaviour. How did these four become so successful? How high can they continue to rise? Does any other company stand a chance of competing?To these questions and more, acclaimed NYU Stern professor Scott Galloway brings bracing answers. In his highly provocative first book, he pulls back the curtain on exactly how Amazon, Apple, Facebook, and Google built their massive empires. While the media spins tales about superior products and designs, and the power of technological innovation, Galloway exposes the truth about these 'Four Horsemen':* None of these four are first movers technologically; they've either copied, stolen, or acquired their ideas.* Each company uses evolutionary psychology to appeal to our basest instincts: Amazon, our need to hunt and gather; Apple, our need to procreate; Facebook, our need for love; and Google, our need for a God.* These companies are uniquely successful at leveraging competitive advantage built by digital and then protected by analog moats, from an empire of retail stores (Apple) to the world's most efficient physical distribution network.
Its share price has climbed significantly this year, but its market cap is only $881.7bn.
The trillion-dollar market cap club expanded last week to a third U.S. company, with Google parent Alphabet Inc topping the lofty valuation mark.
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And as they race to become the world's first trillion-dollar company, can anyone challenge them? In the same irreverent style that has made him one of the world's most celebrated business professors, Galloway deconstructs the strategies of the Four that lurk beneath their shiny veneers.
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