In Praise of Doubt: How to Have Convictions Without Becoming a Fanatic

Awais Reza is a shopkeeper in Lahore’s Anarkali Bazaar,the largest open market in South Asia,whose labyrinthine streets teem with shoppers, rickshaws, and cacophonous music.But Anarkali’s exuberant hubbub cannot conceal the fact that Pakistan is a country at the edge of a precipice. In recent years, the easy sociability that had once made up this vibrant community has been replaced with doubt and fear. Old-timers like Awais, who inherited his shop from his father and hopes one day to pass it on to his son, are being shouldered aside by easy money, discount stores, heroin peddlers, and the tyranny of fundamentalists.Every night before Awais goes to bed, he plugs in his cell phone and hopes. He hopes that the city will not be plunged into a blackout, that the night will remain calm, that the following morning will bring affluent and happy customers to his shop and, most of all, that his three sons will safely return home. Each of the boys, though, has a very different vision of their, and Pakistan’s, future.The Bargain from the Bazaar,the product of eight years of field research,is an intimate window onto ordinary middle-class lives caught in the maelstrom of a nation falling to pieces. It’s an absolutely compelling portrait of a family at risk,from a violently changing world on the outside and a growing terror from within.

For all that?s been written about the Four over the last two decades, no one has captured their power and staggering success as insightfully as Scott Galloway. Instead of buying the myths these compa?nies broadcast, Galloway asks fundamental questions. How did the Four infiltrate our lives so completely that they?re almost impossible to avoid (or boycott)? Why does the stock market forgive them for sins that would destroy other firms? And as they race to become the world?s first trillion-dollar company, can anyone chal?lenge them? In the same irreverent style that has made him one of the world?s most celebrated business professors, Galloway deconstructs the strategies of the Four that lurk beneath their shiny veneers. He shows how they manipulate the fundamental emotional needs that have driven us since our ancestors lived in caves, at a speed and scope others can?t match. And he reveals how you can apply the lessons of their ascent to your own business or career. Whether you want to compete with them, do business with them, or simply live in the world they dominate, you need to understand the Four.