The Big Four As The Human Body
Written by Lauren Bray
As a part of his talk “The Break Up of Big Tech” Scott Galloway founder of L2 inc. and author of The Four spoke about how much power and influence is too much in the context of the big four tech companies. He examined their world, behaviour and whether they should be broken up and/or regulated much more heavily.
Generally, Scott was unbelievably charismatic and engaging. He had a lot more to say than I could ever fit on one page however his examination of the way the big four exist within the tech ecosystem, using the analogy of the human body was what I considered an interesting and accurate description of the human needs these companies have aligned themselves to, the space they’ve carved themselves and how they’ve become just so successful.
Google: The Brain
Not only does Google function as an extension of an individual’s knowledge it captures thoughts you wouldn’t be comfortable sharing with even those closest to you. To the point where Google acts and exists as a modern day god. Sound extreme? Think about it. Where do you as your most personal questions? Imagine if every search you ever typed was published with your name next to it?
Facebook: The Heart
This sounds much more favourable toward Facebook than the rest of his talk was. However Facebook quite obviously taps into the need we have to connect with others. When you think that the number one indicator of how long you’ll live is the number of deep social connections you have Facebook is tapping into everyone’s need to belong.
Amazon: The Stomach
Glutton and wanting it now. More people have Amazon Prime in the US than voted in the last election. Amazon has been succesful in both having the appearance of offering more for less as well as increasingly tapping in to the human demand for excess and instant gratification.
Apple: The Reproductive Organs
There’s certainly an insitictive human desire to procreate. How does this play out with Apple? Well we want to attract the most viable mates at a purly instinctive level. What sunconsciously tells a potential mate that you could provide more for any potential offspring than paying $1,200 for a phone which is technically inferior to a $300 model? Apple has built it’s reputation on prestige and luxury (like many brands before).
These emotional and subconscious connections to brands has undoubtedly helped in their success and it’s really interesting to compare them in this way. However, a parting thought is how did capitalist desire create such behemoth empires which are thriving and unencumbered when capitalism at its core functions on competition.