Business professor Scott Galloway asks fundamental questions about Amazon, Apple, Facebook, and Google. How did those 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? 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 cant match. And he reveals how you can apply the lessons of their ascent to your own business or career.

Includes bibliographical references (pages 275-301) and index.

Amazon: How Amazon became the most disruptive firm in the largest economy -- Apple: Tech goes luxury -- Facebook: Love is key to longevity, and great advertising -- Google: Our modern-day god -- Google: Our modern-day god -- Business and the body: All businesses appeal to one of three organs -- The T algorithm: What it takes to get to a trillion -- The fifth horseman?: Who will be next? -- The Four and you: Follow your talent, not your passion -- After the horsemen: Where are the Four taking us?