The Four Posts

Scott Galloway “The Four: The Hidden DNA of Amazon, Apple, Facebook and Google” and Yanis Varoufakis “Talking to My Daughter About the Economy”

Imagine: a retailer that refuses to pay sales tax, treats its employees poorly, destroys hundred of thousands of jobs, and yet is celebrated as a paragon of business innovation. 

A computer company that withholds information about a domestic act of terrorism from federal investigators, with the support of a fan following that views the firm similar to a religion. 

A social media firm that analyzes thosands of images of your children, activates your phone as a listening device, and sells this information to Fortune 500 companies. 

An ad platform that commands in some markets, a 90 percent share of the most lucrative sector in media, yet avoids anticompetitive regularion through aggressive litigation and lobbyists. 

This narrative is also heard around the world, but in hushed tones. We know these companies aren’t benevolent beings, yet we invite them into the most intimate areas of our living. We willingly divulge personal updates, knowing they’ll be used for profit. 

Scott Galloway’s debut The Four: The Hidden DNA of Amazon, Apple, Facebook and Google is a brisk analysis of these four technology driven companies. This is the man who week before the deal actually happened predicted that Amazon would buy Whole Foods. He argues in his book that these companies will be the first to break ( if they have not already done so) the trillion dollar barrier. The secret of their success is dependant not necessarily on their providing services such as being an effective online search engine (every one in six questions asked of Google has never been posed before), a massive marketplace ( Amazon’s online retail store purports to be the biggest shopping complex making it convenient for shoppers to buy from the comfort of their homes), connecting people across the world by preying on their psychological need to be loved and cared for as exemplified by the “like” button on Facebook or that the of the iconic design of Apple products creating a desire amongst people “permitting” the firm to price its commodities exorbitantly, earning irrational profits and yet, always have ready customers. According to the author, Apple controls 14.5 % of the smartphone market but captures 79% of global smartphone profits. In his TED Talk he says “the combined market capitalization of Amazon, Apple, Facebook and Google is now equivalent to the GDP of India. ”

The Four is narrated at a brisk pace, almost as if Galloway is lecturing to his students in the classroom. It is a sharp understanding of these four modern day business empires which together are worth $2.3 trillion. He focusses on the speed at which technological advancements permit people to buy, mine the Internet for information or even be connected to people across the globe in miliseconds whether using social media platforms or their smartphones.  He recognises how these companies synonymous with the information age are focussed on delivering a product or a service for the prime objective of earning a profit — a fact often concealed niftily from the end consumer, i.e. you and I, but making these four no different to any other manufacturing firm. Oddly enough these companies such as Google “ages in reverse,becoming more valuable with use” which harnesses the power of 2 billion people every 24 hours. Facebook connects 1.2 b of the 7.5 people in the world.  Apple’s cash on hand is nearly the GDP of Denmark. Amazon is growing at the rate of 20% plus each year. He acknowledges in the book that these companies have benefitted in a manner of speaking by governments which grant them special treatment regarding antitrust regulation, taxes, even labour laws.  The financial worth of these companies is heavily dependant upon the sensitive personal and credit information shared willingly by millions and millions of humans around the globe.

The Four  is very readable in its arguments except that by focussing primarily on the branding and market identity of these companies. Galloway prefers to focus on the consumerism of these services without ever really discussing the impact it has on humans, particularly in terms of the debt incurred by consuming these services offered. This is where Yanis Varoufakis preferance for calling this consumerism as a “a commodification of everything” and how the rise of profit as a major incentive for people to do things come hand in hand with a new role for debt. According to Varoufakis this commodification is the “unstoppable vicotry of exchange value over experiential value” — a characterstic trait of the market society which most modern economies have transformed into.  Individuals now have to rely upon multinational companies that have technological capability to  fulfil their every need. The companies in order to guarantee their profits, use patents to assert legal onwership of their produce. Usually this shift in produce and consumption patterns is done with the help of the state. “To put it simply, private wealth was built and then maintained on the back of state-sponsored violence.” This lucid historical analysis of  modern economy or global capitalism is available in the former Greek Finance Minister’s brilliant Talking to My Daughter About the Economy. Or watch this fantastic lecture on the concept of money he gave at the Google HQ on 29 April 2016 called “And the Weak Suffer What They Must?

These two illuminating books are significant publications of 2017 and very worth reading!

*****

Scott Galloway is the founder of L2 Inc, teaches brand strategy and digital marketing and the NYU Stern School of Business.  He was named “one of the world’s 50 best business school professors” by Poets & Quants in 2012. He is also the founder of Red Envelope and Prophet Brand Strategy. He was elected to the World Economic Forum’s Global Leaders of Tomorrow and has served on the boards of directors of Urban Outfitters, Eddie Bauer, The New York Times Company and UC Berkeley’s Haas School of Business.

Yanis Varoufakis is a former finance minister of Greece and a cofounder of an international grassroots movement, DiEM25, that is campaigning for the revival of democracy in Europe. He is the author of the international bestseller Adults in the Room, And the Weak Suffer What They Must?, and The Global Minotaur. After teaching for many years in the United States, Great Britain, and Australia, he is currently a professor of economics at the University of Athens.

6 December 2017 

Esther Freud “Mr Mac and Me”

Esther Freud “Mr Mac and Me”

Mr Mac and MeMac is working on a bright purple grape hyacinth. He has it laid out on a sheet of paper and is examining its tiny solid head. ‘No.’ he mutters to himself, ‘no.’

I’ve let myself in, but now I’m not sure whether to disturb him.

‘Hello.’ He looks up and catches me at the door, and he tells me that never has he spent a morning with a flower and known less about it when he was through. ‘Look,’ he lays it out. And together we peer at the dense purple blocks of it, solid as wax above its stalk of blazing green. 

(p.195, Mr Mac and Me)

Thomas Magg, the crippled twelve-year-old son of the Blue Anchor owner, lives on the coast of Suffolk. A little before First World War breaks, Tom befriends a new visitor to their village, who it turns out is the renowned architect, Charles Rennie Macintosh. The two develop a  cordial relationship, primarily focused upon their common love for painting. Thomas or Tom as he is often referred enjoys doodling ships and boats in the margins of his notebooks, much to the exasperation of his school teacher. Whereas Mr Macintosh or Mr Mac as Tom calls him exquisitely paints water colours of the local wild flowers. ( In fact the cover of Esther Freud’s novel uses a detail from a beautiful 1915 water colour and pencil drawing Charles Macintosh made of Fritillaria.) Soon the two men “bond” over their love for painting and are able to share the silence of working together in peace. ( “There’s a thick, warm silence as we work. I’ve sense that silence, when I used to watch them, but now that I’m inside it, it’s as solid as a coat.” ) At times, Mrs Margaret Macdonald, an accomplished painter herself specialising in the technique of Gosse, joins her husband in Suffolk. ( Her most famous Gesso work was a set of panels, larger than doors, commissioned by a private collector and called The Seven Princesses. ) They are from Glasgow where along with Margaret’s sister, Frances and her husband, Herbert MacNair, they were known as The Four. Mr Mac was also responsible for designing the new Glasgow School of Art, commissioned in 1897 by the School Director, Francis Newberry. (His descriptions of the project are a pleasure to read in the crm-pansynovel.) With the Great War breaking life in Suffolk is also affected. Soldiers come and stay, refugees arrive, and locals living near to the sea move to safer places  inland and with the turmoil suspicion falls upon Mr Mac. The locals, goaded by Mr Gory, a newcomer himself, rapidly come to believe that Mr Mac is a spy since he moves around with his binoculars or spyglass observing the coastline. Before the war is over, Mr Mac is arrested and Thomas leaves Suffolk to travel the world.

Mr Mac and Me is a stunningly beautiful novel. All fiction is ultimately a labour of love, butMargaret Macintosh, Seven Princesses this is infused with love and beauty on every page. Every description is magnificent such as of the child observing Mr Mac paint — “I smile because he’s painted the river as if it is his own”. The descriptions of the wild flowers, even of the sweet william blooms on Tom’s mother’s table in the pub add a dash of colour, it is as if you can almost get the gentle and sweet fragrance of the wild flowers. While reading I kept wondering if some of these observations about watching a painter at work stemmed from Esther Freud’s own experience of seeing her father Lucien Freud at work. An answer was to be had in an interview she gave to the Guardian. She says “It’s funny, I didn’t even think about that until my publisher pointed out that the book describes how an artist works through the eyes of a child. And that was exactly my experience with my father; I slowly came to understand the artistic process through watching him paint. I’d have these little realisations like: oh, it’s going to take years! Or, as it says about Mackintosh in the book, that he was showing the insides of something – he hadn’t just abandoned it halfway through. I enjoyed trying to follow his thought process.”  ( 31 august 2014, http://www.theguardian.com/books/2014/aug/31/esther-freud-author-interview-mr-mac-and-me  )

Sadly the buildings of Glasgow School of Art that Charles Rennie Macintosh designed were severely damaged in a fire on 23 May 2014. In fact, Esther Freud “heard the news on the last day of checking the proofs. The timing did feel extraordinary. I felt so connected to him and so aware that he had had enough bad luck already.”

Mr Mac and Me is a pleasure to read. It has the knack of drawing  you in to the early twentieth century world of Suffolk without seeming like historical fiction, yet it leaves a warm glow of discovering a new world, creating a new space in one’s mind and introducing the reader to a significant designer of the post-Impressionist and Art Nouveau movement in Great Britain.  There is a lovely article published on 16 August 2014 in the Guardian describing how Esther Freud came to write this novel: http://www.theguardian.com/books/2014/aug/16/esther-freud-houses-ghosts-inspired-new-book .

Please buy it! You won’t be sorry. This is a book for keeps.

Esther Freud Mr Mac and Me Bloomsbury India, 2014. Pb. pp. 300 Rs. 499