Book Review – The Four


The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google by Scott Galloway (Bantam Press) ISBN: 978-0-593-07790-0

The subtitle for this book is, “the hidden DNA of Amazon, Apple, Facebook and Google” and that is exactly what it explains. It is at once fascinating and terrifying. We know most of this, we happily agreed to it when we click and accept the terms and conditions without reading them, but this is the first time I have read about it all in one place, with comparisons.

This is a book that anyone who uses Google, buys from Amazon, has an iPhone or a Facebook page should read, even more so if you don’t have or use those things. The power of the four is amazing and all-consuming. The power that we have given them is terrifying, but we are very happy for them to take over our lives, track our purchases and record our conversations because they use they are integral to our daily lives.

The Four is an interesting read that even made me laugh out loud (after I was done guffawing and cringing). This would make an awesome Christmas present for the techie in the family.

Mia Botha
4/5