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

by Scott Galloway

Many who write about Amazon argue the firm’s core assets are its operational capabilities, engineers, or brand. I, on the other hand, would argue that the real reasons Amazon is kicking the collective asses of its competition—and its likely ascent to a trillion dollars in value—are different.8 Similar to the other Four, Amazon’s rise rests on its appeal to our instincts.

Women feel fabric, try on shoes with a dress, and ask to see things in different colors. Men see something that can sate their appetite, kill (buy) it, and get back to the cave as fast as possible.