The Four The Hidden DNA of Amazon, Apple, Facebook, and Google by Scott Galloway

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amazon, apple, facebook aur Google grah par chaar sabase prabhaavashaalee kampaniyaan hain. lagabhag har koee sochata hai ki ve jaanate hain ki ve vahaan kaise pahunche. lagabhag har koee galat hai.

pichhale do dashakon mein chaar ke baare mein jo kuchh bhee likha gaya hai, usake lie kisee ne bhee apanee shakti aur chaunka dene vaalee saphalata ko skot gailove ke roop mein vyaavahaarik roop se haasil nahin kiya hai.

in kampaniyon dvaara prasaarit mithakon ko khareedane ke bajaay, gailove maulik prashn poochhata hai. chaaron ne hamaare jeevan mein itanee pooree tarah se ghusapaith kaise kar lee ki unaka bachana (ya bahishkaar) karana lagabhag asambhav hai? sheyar baajaar unhen un paapon ke lie kyon maaph karata hai jo any pharmon ko nasht kar denge? aur jab ve duniya kee pahalee triliyan-dolar kampanee banane kee daud mein hain, to kya koee unhen chunautee de sakata hai?

usee aparivartaneey shailee mein, jisane unhen duniya ke sabase prasiddh vyaavasaayik prophesaron mein se ek bana diya hai, gailove ne un chaaron kee rananeetiyon ka punarnirmaan kiya jo unake chamakadaar libaas ke neeche dubake hue hain.

vah dikhaata hai ki kaise ve maulik bhaavanaatmak jarooraton mein herapher karate hain, jisane hamen prerit kiya hai kyonki hamaare poorvaj guphaon mein rahate the, ek gati aur daayare mein jo doosaron se mel nahin kha sakate. aur vah bataata hai ki aap unake chadhaee ke sabak ko apane vyavasaay ya kariyar mein kaise laagoo kar sakate hain.

aap unake saath pratispardha karana chaahate hain, unake saath vyaapaar karana chaahate hain, ya bas us duniya mein rahana chaahate hain jis par ve haavee hain, aapako chaar ko samajhane kee jaroorat hai.

Chapter 1

The Four

pichhale bees varshon mein, four praudyogikee diggajon ne itihaas mein kisee bhee ikaee kee tulana mein adhik khushee, kanekshan, samrddhi aur khoj ko prerit kiya hai. raaste mein, applai, amazon, fachaibook aur googlai ne saikadon-hajaaron uchch-bhugataan vaalee naukariyaan paida kee hain.

phor un utpaadon aur sevaon kee ek shrrnkhala ke lie jimmedaar hain jo arabon logon ke dainik jeevan mein shaamil hain. unhonne aapakee jeb mein ek supar kampyootar rakha hai, vikaasasheel deshon mein intaranet la rahe hain, aur prthvee ke bhoo-bhaag aur mahaasaagaron ka maanachitran kar rahe hain.

phor ne abhootapoorv dhan ($2.3 triliyan) utpann kiya hai, jisane stok svaamitv ke maadhyam se, duniya bhar mein laakhon parivaaron ko aarthik suraksha banaane mein madad kee hai. sankshep mein, ve duniya ko ek behatar jagah banaate hain.

uparokt saty hai, aur yah katha hajaaron meediya aautalets aur inoveshan klaas (vishvavidyaalayon, sammelanon, kaangres kee sunavaee, bordaroom) kee sabhaon mein baar-baar samarthit hai. haalaanki, ek aur drshtikon par vichaar karen.

chaar ghudasavaar

kalpana keejie: ek khudara vikreta jo bikree kar ka bhugataan karane se inakaar karata hai, apane karmachaariyon ke saath kharaab vyavahaar karata hai, saikadon hajaaron naukariyon ko nasht kar deta hai, aur phir bhee ise vyaavasaayik navaachaar ke pratimaan ke roop mein manaaya jaata hai.

ek kampyootar kampanee jo ek aise prashansak ke samarthan se sangheey jaanchakartaon se aatankavaad ke ghareloo krty ke baare mein jaanakaaree rokatee hai, jo pharm ko dharm ke samaan maanata hai.

ek soshal meediya pharm jo aapake bachchon kee hajaaron chhaviyon ka vishleshan karatee hai, aapake phon ko sunane vaale upakaran ke roop mein sakriy karatee hai, aur is jaanakaaree ko phorchyoon 500 kampaniyon ko bechatee hai.

ek vigyaapan manch, jo kuchh baajaaron mein, meediya mein sabase aakarshak kshetr ka 90 pratishat hissa hai, phir bhee aakraamak mukadamebaajee aur pairavee karane vaalon ke maadhyam se pratispardha-virodhee viniyaman se bachata hai.

yah katha duniya bhar mein bhee sunee jaatee hai, lekin shaant svar mein. ham jaanate hain ki ye kampaniyaan paropakaaree praanee nahin hain, phir bhee ham unhen apane jeevan ke sabase antarang kshetron mein aamantrit karate hain.

ham svechchha se vyaktigat apadet prakat karate hain, yah jaanate hue ki unaka upayog laabh ke lie kiya jaega. hamaara meediya in kampaniyon ko chalaane vaale adhikaariyon ko heero kee sthiti-pratibhaon ke lie bharosemand aur anukaraneey banaata hai. hamaaree sarakaaren unhen vishvaas-virodhee viniyaman, karon, yahaan tak ki shram kaanoonon ke sambandh mein vishesh vyavahaar pradaan karatee hain. aur niveshak apane sheyaron kee bolee lagaate hain, grah par sabase pratibhaashaalee logon ko aakarshit karane ya virodhiyon ko kuchalane ke lie nikat-anant poonjee aur maarak kshamata pradaan karate hain.

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