The Devil's Playbook

In "The Devil’s Playbook," award-winning journalist Lauren Etter delves into the dramatic intersection of Big Tobacco and Silicon Valley through the lens of Juul’s meteoric rise and subsequent fallout. The narrative highlights Howard Willard, CEO of Philip Morris, who craved Juul for its potential while ignoring internal warnings about its appeal to underage users. As Juul's founders negotiated a lucrative deal amidst growing public health concerns, this exposé reveals the greed and deception that fueled one of the most significant crises in recent business history.