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


Whether  you  want  to  compete  with  them,  do  business  with  them,  or



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The Four The Hidden DNA of Amazon

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.


Contents
Cover
About the Book
Title Page
Dedication
Chapter 1 
The Four
Who are these companies and why write about them?
Chapter 2 
Amazon
How Amazon became the most disruptive firm in the largest economy
Chapter 3 
Apple
Tech goes luxury
Chapter 4 
Facebook
Love is key to longevity—and great advertising
Chapter 5 
Google
Our modern-day god
Chapter 6 
Lie to Me
The Four and funny business
Chapter 7 
Business and the Body
All businesses appeal to one of three organs


Chapter 8 
The T Algorithm
What it takes to get to a trillion
Chapter 9 
The Fifth Horseman?
Who will be next?
Chapter 1
The Four and You
Follow your talent, not your passion
Chapter 11 
After the Horsemen
Where are the Four taking us?
Acknowledgments
Illustration Credits
Notes
Index
About the Author
Copyright



For Nolan & Alec
I look up, see the stars, and have questions.
I look down, see my boys, and have answers.


Chapter 1
The Four
OVER  THE  LAST
 twenty years, four technology giants have inspired more joy,
connections,  prosperity,  and  discovery  than  any  entity  in  history.  Along  the
way,  Apple,  Amazon,  Facebook,  and  Google  have  created  hundreds  of
thousands  of  high-paying  jobs.  The  Four  are  responsible  for  an  array  of
products  and  services  that  are  entwined  into  the  daily  lives  of  billions  of
people. They’ve put a supercomputer in your pocket, are bringing the internet
into developing countries, and are mapping the Earth’s land mass and oceans.
The Four have generated unprecedented wealth ($2.3 trillion) that, via stock
ownership, has helped millions of families across the planet build economic
security. In sum, they make the world a better place.
The  above  is  true,  and  this  narrative  is  espoused,  repeatedly,  across
thousands  of  media  outlets  and  gatherings  of  the  innovation  class
(universities,  conferences,  congressional  hearings,  boardrooms).  However,
consider another view.

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