Las four (Amazon, Apple, Facebook y Google), cuyas valoraciones se aproximan ya a la escalofriante cifra del bill n de d lares, son los cuatro gigantes de la econom a mundial.
C mo han logrado esas compa as infiltrarse tan profundamente en nuestras vidas que ya es imposible evitarlas (o incluso boicotearlas)? Por qu los mercados burs tiles les perdonan pecados que destruir an a cualquier otra empresa? Puede alguien desafiarlas?
Con el estilo fresco y desenfadado que le ha convertido en uno de los m s c lebres profesores de negocios, Scott Galloway disecciona las estrategias ocultas bajo la deslumbrante apariencia de estos cuatro gigantes y muestra c mo apelan a las necesidades b sicas que han movido a la humanidad desde tiempos ancestrales: Amazon, a la de cazar y recolectar; Apple, a la de procrear; Facebook, a la de amar; y Google, a la de creer en un Dios.
Y, tanto si queremos competir como si queremos hacer negocios con ellas o simplemente sobrevivir en el mundo que dominan, resulta imprescindible conocer el ADN secreto de esos cuatro jinetes de la econom a mundial.
Escrito con rigor y amenidad, el libro de Galloway ofrece un pormenorizado panorama de la econom a del mundo actual y del futuro que se avecina que no dejar indiferente a ning n lector, y revela con ingenio c mo podemos aplicar las lecciones del ascenso de Amazon, Apple, Facebook y Google a nuestro propio negocio o carrera profesional.

ENGLISH DESCRIPTION

NEW YORK TIMES BESTSELLER
USA TODAY BESTSELLER

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.

For all that's been written about the Four over the last two decades, no one has captured their power and staggering success as insightfully as Scott Galloway.

Instead of buying the myths these compa­nies broadcast, Galloway asks fundamental questions. How did the Four infiltrate our lives so completely that they're almost impossible to avoid (or boycott)? Why does the stock market forgive them for sins that would destroy other firms? 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. He shows how they manipulate the fundamental emotional needs that have driven us since our ancestors lived in caves, at a speed and scope others can't match. And he reveals how you can apply the lessons of their ascent to your own business or career.

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.