Attorney Michael de Broglio on: South Africa, Law, Politics, Attorneys, Sport, Photography, Technology, Gadgets, Media, Crime, Road Accidents Fund,
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A new book that I have been reading recently, and I might deal with again in future blogs, is called "The four – the hidden DNA of Amazon, Apple, Facebook, and Google". These are the biggest companies in the world at the moment and on the one hand they are incredibly useful to us, and most of us use some of them a lot of the time and on the other hand, not everything about them is perfect. For now, and without going into too much detail about some of the individual companies, which I will deal with in my blog at a later stage, he points out that for all they do they include:
A computer company that withholds information about terrorism from federal investigators.
A social media firm that analyses images of your children activates your phone as a listening device and sells the information to Fortune 500 companies.
An ad platform that has 90% of the market, but avoids anti-competitive regulation through aggressive lawyers and by hiring lobbyists.
A retailer that is famous for treating its employees badly, has destroyed hundreds of thousands of jobs in competing companies and refuses, on top of everything else, to pay sales tax.
In other words, there are many different ways at looking at the sites and the companies that you love and we now have four companies that governments and other businesses are almost unable to challenge anymore. The book goes on to explain how, for example, Apple has put some computer businesses out of business even though those businesses were only charging a 6% profit margin on their computers and Apple adds on 28%. For those of you who are not all fans of Apple – although remember this applies to all of the companies – he says that people outside the Apple cult see it for what it is – “a rationalisation for something a lot closer to lust”. He says that the marketing for Apple is essentially that the message of Apple is that it will “make you better than your sexual competitors: elegant, brilliant, rich and passionate. You will be perfection: cool, shit together, listening to music in your pocket and swiping through pics of your latest trip that look professional that you took on your phone. You will have the ultimate earthly life.” I will leave you with that taste – where he basically says that buying the Apple phone is irrational when you could have a similar phone for a fraction of the cost!
Posted by Michael de Broglio on Monday 11-Dec-17
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Comments
Michelle said:
on Friday 12-Jan-18 07:38 AM
I believe people who read books are very clever people. This sounds like a very interesting book to read. I will say that I'm using Facebook and Google on a daily basis in my life. The reason I think these are such big companies are that people can use them for anything they need. The fact that everything can be used electronically these days are just amazing, it makes life just a lot easier.
Thabitha said:
on Monday 08-Jan-18 03:57 PM
This book will help lots of people and hopefully it will be an opener before you agree and give permission to anything.
Brenda Du Toit said:
on Thursday 04-Jan-18 12:29 PM
The Four sounds like a very interesting book to read. For me Google is the best if you need anything.I don't use Amazon. I also use Facebook for pictures and stuff.
Joyce said:
on Friday 15-Dec-17 03:45 PM
It think this book has interesting and important information to know. Would like to read it.
Ashleigh said:
on Friday 15-Dec-17 09:52 AM
Would love to read. All these companies are good and have an important role in people's lives in one way or another. If I could afford Apple, I would definitely have Apple over the others.
Jessica M said:
on Friday 15-Dec-17 09:29 AM
Okay so google I would say has a very interesting way of hiring people, so google doesn't really hire people who have degrees but rather take the layman as they say that can be taught into the way they need them to be. Which I think is pretty cool. Apple I really do feel is over priced. I would never waste my money on an Apple product. Samsung for me is thee best. I will never change from it.
Jadine E said:
on Thursday 14-Dec-17 07:15 AM
The Four major companies are quite dominant in the business market and have been so for some time. Seems like a good read.
Prishani said:
on Wednesday 13-Dec-17 06:09 PM
It is always interesting to know the details and business tactics of all the well-known brands we support! It gives you an idea of how they carefully go about dominating the particular market they are in!
Jolene said:
on Wednesday 13-Dec-17 02:04 PM
These companies are not perfect but they must have done something right to be named 4 of the biggest companies in the world, sounds like a very interesting book and I think it is even more interesting because we actually make use of their services on a daily basis.
Nikita said:
on Wednesday 13-Dec-17 11:01 AM
It's a shame that so many businesses have to close their doors because of these untouchable companies. Just on a side note people need to remember to buy local this festive season to keep small local businesses going.
Natasha said:
on Wednesday 13-Dec-17 08:46 AM
This sounds like a really good book would love to read it. I google everything so I love google and if I want a picture I google it because you will always find what you are looking for. I am not personally a big fan of Facebook but my fiance' is on facebook 24/7 on groups that sells things.
Melissa said:
on Monday 11-Dec-17 04:34 PM
The Four sounds like a very interesting book to read to boost your knowledge a bit. I only use Google and Facebook so Amazon and Apple doesn't really bother me at all.
Henrietta said:
on Monday 11-Dec-17 03:31 PM
It looks like an interesting book to read but doubt that people will change their view of these companies. I for one is a google fanatic and I'm sure there are more people out there who would feel lost without it and I can see why they are on the top 4. A few people I know are Facebook addicts, I don't have an account and is not bothered by Facebook or Apple but I don't think we realize just like everything else there are pros and cons. We don't always read the T&C and just agree without realizing what we agree to.
Daniella said:
on Monday 11-Dec-17 01:43 PM
I would like to read this book seems really interesting, I feel like it could change your perception on the four product. I definitely agree with Tamaryn's comment where she mentions " he "idea of what you can be" sells more than rationalization"
Angelique Jurgens said:
on Monday 11-Dec-17 12:53 PM
4 of the most influential companies - how did they really get there? We tick everything and agree to everything to get certains apps but not really looking at what it is that we are agreeing to. Because do we really care? Our emotional needs are more important. We want now! It's really like an addition.
It’s clearly proof that they manipulate people’s emotional needs to get where they are. Quite clever. We could learn a lesson or two in order to climb the ladders and get what we want out of our own careers//businesses/lives. It is really not all bad and negative – if you look at it products are cheaper and levels of customer service is higher. Reason? In one way or another those 4 companies.
Alexis said:
on Monday 11-Dec-17 10:57 AM
Seems to be quite a book in the sense of learning little more the products out the and the top companies that run / own them. That message of Apple however - wow - the world is certainly a different place these days and people will buy into it all. I agree with Tamaryn there with regards to seeling something that you could be...
Nina said:
on Monday 11-Dec-17 09:50 AM
It is quite interesting to hear about this. But also quite sad. Unfortunately I don't think that it is something that will ever truely change, seeing that in this day and age it is all about brand names and having the 'best'. Wouldn't mind reading the book.
Tamaryn said:
on Monday 11-Dec-17 09:39 AM
Could not agree more with the blog so far. Isn't it so, that the "idea of what you can be" sells more than rationalization. There is a lot of psychology that goes into selling and promoting a brand- they see people who want to be something other than what they are, and sell it!
BiancaN said:
on Monday 11-Dec-17 09:01 AM
This looks like a great book to read and I definitely agree with regards to the iPhone. It is so expensive and I am considering moving back to Samsung just because I don't see the point in paying so much for a phone if I could get one for a lot less that can do everything I need it to do. I will definitely get a copy of this book.
Bianca R said:
on Monday 11-Dec-17 08:35 AM
It is amazing to think that most of us have dealings with almost all of the products or services that these companies provide and hearing these "scandals" is quite enlightening. Sounds like a book that people should make a point of reading and perhaps make a decision of whether to support the companies or not, after reading the book and digesting the information.
Jadine Richards said:
on Monday 11-Dec-17 08:32 AM
It definitely does look like a good read however I think I would prefer to avoid it at this stage. I am not a fan of becoming aware of the unfortunate truths of the society we live in today. For now I would rather be blissfully ignorant.
patrick said:
on Monday 11-Dec-17 08:30 AM
With the recent scandals of companies like KPMG, Bell Potingier etc is not longer before any of this giants if caught with its hands in the cookie jar . Watch the space . Dishonesty by the leaders of this many of this companies are at their core rot .
Clare said:
on Monday 11-Dec-17 08:20 AM
This looks like a Great book to read I would really like to get my hands on one. I must say that these four companies that this book is talking about are a big deal in todays life, Most people will not even be able to live with out this. Then again most people cant live without a Phone.
Jessica Apfel said:
on Monday 11-Dec-17 08:08 AM
This sounds like a very interesting read! Scott Galloway has recieved a 4.1 star rating on 'Goodreads' for this book. This book I am sure, will ask very petinent questions such as; How did the 'Four' infiltrate our lives so completely that they're almost impossible to avoid? I am sure that unscrupulous traits were used in order for them to become a monopoly within their respective sector.
david said:
on Monday 11-Dec-17 07:49 AM
the 1st 3 i have nothing to do with, but google i use extensively. i have a tv box running android 7.2, and as you know google is android. with the version of android i am running you have to give permission for them to access huge amounts of data, but what is really cool is that you can voice search google via the microphone on the remote control. super cool, easy and convenient, but if you read the permissions you are forced to accept, you understand that they can listening to everything going on in your house at any time. with the amount that my wife swears i reckon their ears must be broken by now...
Johannesburg based attorney specializing in personal injury matters including Road Accident Fund claims and medical negligence matters. My interests include golf, reading and the internet and the way it is constantly developing. I have a passion for life and a desire for less stress!
