The Four

Author Scott Galloway does a wonderful job of dissecting the business models and situations for Amazon, Apple, Facebook, and Google (often referred to as GAFA in popular press). For each company, he frames their competitive advantages and their vulnerabilities (which are few). I particularly liked his analyses, but equally disliked his “color commentary” on what they should do. His normative statements about what Apple should do with their pile of cash didn’t strike me as useful – I got the impression that he was purposefully stirring the pot to get attention (to his credit, it seems to be working). At the end, he has advice for the younger generation that’s getting into the workforce on how to make the most of their situations. I thought that this advice was really astute. (View on Amazon)

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