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

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Synopsis
Big Tobacco meets Silicon Valley in this corporate exposé of what happened when two of the most notorious industries collided—and the vaping epidemic was born.&“The best business book I&’ve read since Bad Blood.&”—Jonathan Eig, New York Times bestselling author of Ali: A Life Howard Willard lusted after Juul. As the CEO of tobacco giant Philip Morris&’s parent company and a veteran of the industry&’s long fight to avoid being regulated out of existence, he grew obsessed with a prize he believed could save his company—the e-cigarette, a product with all the addictive upside of the original without the same apparent health risks and bad press. Meanwhile, in Silicon Valley, Adam Bowen and James Monsees began working on a device that was meant to save lives and destroy Big Tobacco, but they ended up baking the industry&’s DNA into their invention&’s science and marketing. Ultimately, Juul&’s e-cigarette was so effective and so market-dominating that it put the company on a collision course with Philip Morris and sparked one of the most explosive public health crises in recent memory. In a deeply reported account, award-winning journalist Lauren Etter tells a riveting story of greed and deception in one of the biggest botched deals in business history. Etter shows how Philip Morris&’s struggle to innovate left Willard desperate to acquire Juul, even as his own team sounded alarms about the startup&’s reliance on underage customers. And she shows how Juul&’s executives negotiated a lavish deal that let them pocket the lion&’s share of Philip Morris&’s $12.8 billion investment while government regulators and furious parents mounted a campaign to hold the company&’s feet to the fire.The Devil&’s Playbook is the inside story of how Juul&’s embodiment of Silicon Valley&’s &“move fast and break things&” ethos wrought havoc on American health, and how a beleaguered tobacco company was seduced by the promise of a new generation of addicted customers. With both companies&’ eyes on the financial prize, neither anticipated the sudden outbreak of vaping-linked deaths that would terrorize a nation, crater Juul&’s value, end Willard&’s career, and show the costs in human life of the rush to riches—while Juul&’s founders, board members, and employees walked away with a windfall.
Copyright:
2021

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9780593237991
Related ISBNs:
9780593237984
Publisher:
Crown
Date of Addition:
Copyrighted By:
Lauren Etter
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
History, Nonfiction, Business and Finance, Social Studies, Law, Legal Issues and Ethics, Medicine
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

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