Amazon, Apple, Facebook, and Google are the four technology giants on the planet. Just about everyone thinks they know how they got there. Just about everyone is wrong. Instead of buying the myths these compa­nies broadcast, Scott Galloway asks fundamental questions. How did the Four infiltrate our lives so completely that they’re almost impossible to avoid? Why does the stock market forgive them for sins that would destroy other firms? 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 the readers can apply the lessons of their ascent to our their business or career. Whether we want to compete with them, do business with them, or simply live in the world they dominate, we need to understand the Four.