The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google

by Scott Galloway

So . . . Is Every Retailer (and Its Employees) Screwed? The short answer is no. There is a rebel force of innovative retailers out there who are fighting the empire: Sephora, Home Depot, and Best Buy, to name a few. These firms are zigging as Amazon zags and investing in people—beauty associates, blue shirts, geek squads, and gold canvas aprons. They couple this investment in human capital with a deft investment in technology. Consumers no longer go to stores for products, which are easier to get from Amazon. They go to stores for people/experts. Bureau of Labor Statistics. Will their strategy—or Amazon’s—eventually emerge victorious? Or will they somehow accommodate each other and carve out a separate peace? The answer will not only decide the fate of companies, but millions of workers and households as well. What’s clear is that we need business leaders who envision, and enact, a future with more jobs—not billionaires who want the government to fund, with taxes they avoid, social programs for people to sit on their couches and watch Netflix all day. Jeff, show some real fucking vision.

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