Let me start with the strengths of The Four. Scott Galloway clearly has a sharp business mind; he is street smart, likeable, down-to-earth, and often funny; he can hold an audience’s interest and knows the online landscape very well. He also presents business concepts in a clear and well synthesized way, and doesn’t seem to be trying to sell us his own products or services (well, okay, he’s definitely selling his opinions hard—more on that below, but he’s subtle about promoting his company, which I appreciate).
Why not a five star rating then? Well, while the book has some big thesis insights into the internet corporate behemoths and online commerce, it generally stays with the big part. This is valuable, and I’m guessing most readers will walk away with some fresh insights. However, once a big idea is noted, he tends to not delve deeper (particularly notable when the subtitle promises "the Hidden DNA." There were even a few times when The Four feels like a blog rant, giving him an opportunity to vent at one of the big companies (most notably that Apple wouldn’t help the FBI crack the code of an iPhone to help them gather evidence on a San Bernardino shooter/terrorist). He also spends a bit of time telling us some obvious things, though in fairness to Galloway, it is tricky to know what to leave out as common knowledge when you are writing for a general audience. As someone who knows a fair bit about ecommerce, I may be showing my bias here, but confirming my sense of some obviousness is the notably lower rating (at this writing at least) that Amazon readers of business books give the book compared to general readers.
I also wish Galloway would have delved deeper into the cultural and political implications for society when a handful of companies dominate the digital economy and have outsized influence in nearly every sphere. He touches upon this, but just touches. Perhaps that is too much to ask of a business book, but even the bigger picture business implications don’t get considered in a sustained way. Originally I wanted to say Galloway could be superficial, but that isn’t quite right--especially since he can definitely be trenchant and often has a wicked sharp wit. What I finally realized is that the shortfall comes from his impatience. He says as much as he describes himself and his impatience comes across in some of the stories he tells about himself (most notably in his handling of his efforts to bludgeon the New York Times to change). Ultimately this impatience leads to the book's greatest weakness.
Another example of The Four's superficiality/impatience: he casually refers to evolutionary “explanations” for business phenomenon. I am very much inclined toward evolutionary explanations for human behavior as well, but they come off as tossed out there instead of carefully thought through. Galloway’s breezy style also doesn’t help here. That is, Galloway enjoys being flip and cussing a fair bit. I’m not prudish in the slightest and think that he can often be quite amusing, but there is something about using LOTS of f-bombs and s-bombs (<not spelled out only because I assume Amazon would delete curse words) that take away their power when they are used too often. And ultimately they diminish some of the very weighty issues. Even that suggests a kind of impatience. That is, a tossed out flip dismissal is often used as a substitute for well crafted writing.
In short, The Four has value, but it had potential be lots more. So I definitely wouldn’t turn other readers away, but don’t get your hopes up for a masterpiece.
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club?
Learn more
Join or create book clubs
Choose books together
Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Flip to back
Flip to front
Follow the Author
Something went wrong. Please try your request again later.
|
Price
|
New from | Used from |
|
Audible Audiobook, Unabridged
"Please retry"
|
$0.00
|
Free with your Audible trial | |
|
Hardcover, Illustrated
"Please retry"
|
$7.00 | $1.43 |
|
Audio CD, Audiobook, Unabridged
"Please retry"
|
$25.75 | $23.35 |
Book recommendations, author interviews, editors' picks, and more. Read it now
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
-
Apple
-
Android
-
Windows Phone
-
Android
To get the free app, enter your mobile phone number.
Customers who viewed this item also viewed
Page 1 of 1 Start overPage 1 of 1
What other items do customers buy after viewing this item?
Page 1 of 1 Start overPage 1 of 1
Customer reviews
Top reviews from the United States
There was a problem filtering reviews right now. Please try again later.
Reviewed in the United States on October 6, 2017
Verified Purchase
Entertaining as an opinion piece, but factual errors and tone undermine it as a serious business book
Reviewed in the United States on March 5, 2018Verified Purchase
A colorful and personal take on the digital revolution that will make you smile, wince, and take notice
Reviewed in the United States on October 23, 2017Verified Purchase
Reviewed in the United States on September 8, 2018
Verified Purchase
Top reviews from other countries
E L R
This isn't the book your looking for
Reviewed in the United Kingdom on November 27, 2018Verified Purchase
Deep Knowledge
Hail scott, this greatest book - akin to Zero to one or perhaps better
Reviewed in India on November 15, 2017Verified Purchase
Stiven Skyrah
Enlightening and terrifying!
Reviewed in the United Kingdom on September 6, 2019Verified Purchase
Fonaweb
Genuinely scary but....
Reviewed in the United Kingdom on January 2, 2020Verified Purchase
a Punter
The 'Big Four and the case for antitrust measures
Reviewed in the United Kingdom on November 11, 2018Verified Purchase
Deals related to this item
Page 1 of 1 Start overPage 1 of 1
