The Devil's Playbook
Big Tobacco, Juul, and the Addiction of a New Generation
By Lauren Etter | Publisher: Crown
About the book
“Juul’s rise and fall teaches us something about greed, capitalism, policy failure and a particular cycle in American business that seems destined to repeat itself. . . . Deeply reported and illuminating.”—The New York Times Book Review (Editors’ Choice)
Big Tobacco meets Silicon Valley in this gripping 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, bestselling author of Ali: A Life
Howard Willard lusted after Juul. As the CEO of the parent company of tobacco giant Philip Morris, he believed the e-cigarette had all the addictive upside of the original without the same apparent health risks and bad press. Meanwhile, Adam Bowen and James Monsees began working on a device meant to destroy Big Tobacco but ended up baking the cigarette industry’s DNA into their invention. Juul’s e-cigarette was so effective that it put the company on a collision course with Philip Morris, sparking one of the most explosive public health crises in recent memory.
Award–winning journalist Lauren Etter tells a riveting story of greed and deception in one of the biggest botched deals in business history. Willard was desperate to acquire Juul, even as his team sounded alarms about the startup’s reliance on underage customers. Ultimately, Juul’s executives negotiated a 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, how a beleaguered tobacco company was seduced by the promise of a new generation of addicted customers, and how Juul’s founders, board members, and employees walked away with a windfall.
Editions of The Devil's Playbook
- Hardcover
- ISBN 9780593237984
- EBook
- ISBN 9780593237991
- AudioStreaming
- ISBN 9780593399972
- AudioStreaming
- ISBN 9780593399989
Read an Excerpt
“Juul’s rise and fall teaches us something about greed, capitalism, policy failure and a particular cycle in American business that seems destined to repeat itself. . . . Deeply reported and illuminating.”—The New York Times Book Review (Editors’ Choice)
Big Tobacco meets Silicon Valley in this gripping 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, bestselling author of Ali: A Life
Howard Willard lusted after Juul. As the CEO of the parent company of tobacco giant Philip Morris, he believed the e-cigarette had all the addictive upside of the original without the same apparent health risks and bad press. Meanwhile, Adam Bowen and James Monsees began working on a device meant to destroy Big Tobacco but ended up baking the cigarette industry’s DNA into their invention. Juul’s e-cigarette was so effective that it put the company on a collision course with Philip Morris, sparking one of the most explosive public health crises in recent memory.
Award–winning journalist Lauren Etter tells a riveting story of greed and deception in one of the biggest botched deals in business history. Willard was desperate to acquire Juul, even as his team sounded alarms about the startup’s reliance on underage customers. Ultimately, Juul’s executives negotiated a 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, how a beleaguered tobacco company was seduced by the promise of a new generation of addicted customers, and how Juul’s founders, board members, and employees walked away with a windfall.
Frequently Asked Questions
What is The Devil's Playbook about?
“Juul’s rise and fall teaches us something about greed, capitalism, policy failure and a particular cycle in American business that seems destined to repeat itself. . . . Deeply reported and illuminating.”—The New York Times Book Review (Editors’ Choice)
Big Tobacco meets Silicon Valley in this gripping 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, bestselling author of Ali: A Life
Howard Willard lusted after Juul. As the CEO of the parent company of tobacco giant Philip Morris, he believed the e-cigarette had all the addictive upside of the original without the same apparent health risks and bad press. Meanwhile, Adam Bowen and James Monsees began working on a device meant to destroy Big Tobacco but ended up baking the cigarette industry’s DNA into their invention. Juul’s e-cigarette was so effective that it put the company on a collision course with Philip Morris, sparking one of the most explosive public health crises in recent memory.
Award–winning journalist Lauren Etter tells a riveting story of greed and deception in one of the biggest botched deals in business history. Willard was desperate to acquire Juul, even as his team sounded alarms about the startup’s reliance on underage customers. Ultimately, Juul’s executives negotiated a 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, how a beleaguered tobacco company was seduced by the promise of a new generation of addicted customers, and how Juul’s founders, board members, and employees walked away with a windfall.
What core themes, tropes, or subjects are explored in The Devil's Playbook?
Economics, Finance, Business and Management > Business and Management > History of specific companies / corporate history
Where can I read a sample of The Devil's Playbook?
You can read an official preview of the few pages here https://www.book2look.com/book/9780593237984
Who is/are the Author/s of the book The Devil's Playbook?
Lauren Etter
Who is the Publisher of the book The Devil's Playbook?
Crown
What are the ISBN numbers for the physical and digital editions?
The Devil's Playbook is available as hardcover(ISBN 9780593237984) and ebook(ISBN 9780593237991) and audiostreaming(ISBN 9780593399972) and audiostreaming(ISBN 9780593399989)
Where can I buy The Devil's Playbook online or support local independent bookshops?
You can buy The Devil's Playbook from below
Where can I buy The Devil's Playbook?