Big Vape - The Incendiary Rise of Juul
By Jamie Ducharme

**Now adapted as the Netflix documentary - Big Vape tells the story of how a cigarette start-up became a multibillion-dollar company until an epidemic causes its success to go up in smoke**'Big Vapeand is a dazzling story that crackles with the energy of a nicotine buzz, mixing tales of ground-breaking innovation with those of corporate greed and government dysfunction'and Christopher Leonard, author of theand New York Timesand bestseller,and KochlandIt began with a smoke break.__________THIS IS A STORY OF AMBITION AND GREEDJames Monsees and Adam Bowen were two ambitious graduate students at Stanford, and in between puffs after class they dreamed of a way to quit smoking. Their solution became the Juul, a sleek, modern device that could vaporize nicotine into a conveniently potent dose.THIS IS A STORY OF BOOM AND BUSTThe business they built around that device, Juul Labs, would go on to become a $38 billion company and draw blame for addicting a whole new generation of underage tobacco users.THIS IS A STORY OF OUR TIMEWith rigorous reporting and piercing insight into a Silicon Valley startup,and Big Vapeand uses the dramatic rise of Juul to tell a larger story of big business, Big Tobacco, and the high cost of a product that was too good to be true.__________A propulsive, eye-opening work of reporting, chronicling the rise of Juul and the birth of a new addiction'The rise and fall of Juul is an instructive tale and Jamie Ducharme does an excellent job detailing how one bad decision after another led the company astray in this deft rendition of grand start-up dreams gone up in smoke.'and Reeves Wiedeman, author ofand Billion Dollar Loser'Big Vapeand is more than just brilliantly reported and elegantly written. It is also a richly populated book - filled not just with human characters but with matters of science, finance, invention, ambition, ethics, hubris, and blazing ingenuity.'and Jeffrey Kluger, bestselling co-author ofand Apollo 13