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Description
The Devil's PlaybookBy: Lauren Etter Juuls 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 expos of what happened when two of the most notorious industries collidedand the vaping epidemic was born. The best business book Ive read
By: Lauren Etter“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.
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4.4 ★★★★★
Based on 19 reviews
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Product Reviews
★★★★★ 5
WOULD BUY AGAIN.
EASY TO PUT TOGETHER. WORKS EXATCLY AS i NEEDED. I USED ONLY 3 PANELS.
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Reviewed in the United States on April 29, 2026
★★★★★ 5
Excellent floating shelves look very high end
Easy to install and bracket is hidden once shelf is installed Very sturdy. Wipe clean surface.
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Reviewed in the United States on April 21, 2026
★★★★★ 5
Great shelves!
Size: 24x5.8, Color: Black, Size: 24x5.8, Color: Black
I love these shelves (I purchased 6 shelves total).
The size I got was perfect, looks phenomenal, & quality is great too! Only negative thing I’d say is that it could be difficult for some people to set up as it needs to be leveled, & can be hard to align with other things since the part that attaches to the wall is separate from the shelf (due to its floating design) but once it’s up, it looks great.
Definitely good value for money with its quality.
I have them to hold up decorations/toys, & you think some of my shelves have about 5lbs of stuff on it & I’ve had no issues, so functionality is good.
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Reviewed in the United States on December 12, 2025
★★★★★ 5
Easy install and looks good
Exactly as expected. Easy to install and look great.
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Reviewed in the United States on May 6, 2026
★★★★★ 5
Extremely satisfied
Size: 24x5.8, Color: Black, Size: 24x5.8, Color: Black
Very nice. I am extremely happy with them. I used painters tape to hold the bracket in place while I screwed it in, worked like a charm 😁 holds a lot of items
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Reviewed in the United States on April 11, 2026
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