The Devil's Playbook Big Tobacco, Juul, and the Addiction of a New Generation

by Lauren Etter

Lauren Etter examines the collision between Big Tobacco and Silicon Valley through the story of Juul's e-cigarette. She traces how CEO Howard Willard of Philip Morris pursued acquiring Juul, while founders Adam Bowen and James Monsees created a device intended to disrupt Big Tobacco but instead incorporated the cigarette industry's practices. The narrative explores the explosive public health crisis that resulted and the