About the Book 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

Chapter 7
Business and the Body
IN THEIR BESTSELLING
 books, Ben Horowitz, Peter Thiel, Eric Schmidt, Salim
Ismaiel, and others argue that extraordinary business success requires scaling
at  low  cost,  achieved  by  leveraging  cloud  computing,  virtualization,  and
network  effects  to  achieve  a  10x  productivity  improvement  over  the
competition.
1
  But  that  explanation  ignores  a  deeper  dimension  that  has
nothing  to  do  with  technology.  From  the  perspective  of  evolutionary
psychology, all successful businesses appeal to one of three areas of the body
—the 
brain
, the 
heart
, or the 
genitals.
 Each is tasked with a different aspect
of survival. For anyone leading a company, knowing which realm you play in
—that is, which organ you inspire—dictates business strategy and outcomes.