From the perspective of evolutionary psychology, all successful businesses appeal to one of three areas of the body—the brain, the heart, or the genitals. (查看原文)
The heart may be irrational, but as a business strategy, targeting the heart is a shrewd and sober strategy. ... The brands, slogans, and jingles were engineered to latch onto what mattered most to consumers—what they loved. (查看原文)
These organs drive desire and the relentless instinct to procreate. ... The combination of alcohol and the pursuit of youth leaves us swimming in hormones and desire. We’re very in the moment. Luxury brands have understood this for centuries. They bypass cognition and love, tying their business to sex and the broader and pleasure-packed ecosystem of mating rituals. (查看原文)
If Google represents the brain, Amazon is a link between the brain and our acquisitive fingers—our hunter-gatherer instinct to acquire more stuff. ... Facebook, by contrast, appeals to our hearts.It connects us with friends and family. Unlike Google, Facebook is all about emotion. ... The unseen power of Facebook is that it not only deepens our connections to those groups, but by providing more powerful, multimedia lines of communication, it expands our connections to more members. This makes us happier; we feel accepted and loved. Apple started out in the head, firmly in the tech sector’s vocabulary of logistics. But finally, its self-expressive, luxury brand appeals to our need for sex appeal. (查看原文)
While billions of people derive significant value from these firms and their products, disturbingly few reap the economic benefits. Gen eral Motors created economic value of approximately $231,000 per employee(market cap/workforce). This sounds impressive until
you realize that Facebook has created an enterprise worth $20.5
million per employee .. or almost a hundred times the value per
employee of the organizational icon of the last century. Imagine
the economic output of a g-10 economy, generated by the population of manhattan's Lower East Side (查看原文)
Amazon is google's largest customer, but it's also threatening Google in search-55 percent of people searching for a product start on Am
azon(Vs 28 percent on search engines such as Google). (查看原文)
After business school, I founded Prophet, a brand strategy firm that has grown to 400 people helping consumer brands mimic Apple In 1997, I founded Red Envelope, a multichannel retailer that went public in 2002 and was slowly bled to death by Amazon. In 2010, 1 founded L2, a firm that benchmarks the social, search, mobile, and site performance of the world's largest consumer and retail brands We use data to help Nike, Chanel, L'oreal, P&G and one in four of theworlds one hundred largest consumer firms scale these four summits. In March 2017, L2 was acquired by Gartner(NYSE: IT)
Along the way, i've served on the boards of media companies (The New York Times Company, Dex Media, Advanstar)-all get-ting crushed by Google and Facebook. I also served on the board ofGateway, which sold... (查看原文)
The result is a retailer worth more than Walmart, Target, macy's, Kro ger, Nordstrom, Tiffany Co, Coach, williams-sonoma, Tesco, IkeaCarrefour, and The Gap combined. (查看原文)
FORTY-FOUR PERCENT OF U.S. HOUSEHOLDS have a gun, and 52 percent have Amazon Prime. Wealthy households are more likesto have Amazon Prime than a landline phone. Half of all onlinegrowth and 21 percent of retail growth in the United States in 2016could be attributed to Amazon. When in a brick-and-mortarstore, one in four consumers check user reviews on Amazon before purchasing (查看原文)
作者: Scott Galloway 副标题: The Hidden DNA of Amazon, Apple, Facebook and Google isbn: 0552173436 书名: The Four 页数: 336 定价: GBP 9.99 出版社: Corgi 出版年: 2018-9-6 装帧: Paperback
