Big Vape

the long version

A propulsive, eye-opening work of reporting, chronicling the rise of Juul and the birth of a new addiction. It began with a smoke break. James 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. The 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. Time magazine reporter Jamie Ducharme follows Monsees and Bowen as they create Juul and, in the process, go from public health visionaries and Silicon Valley wunderkinds to two of the most controversial businessmen in the country. With rigorous reporting and clear-eyed prose that reads like a nonfiction thriller, Big Vape uses the dramatic rise of Juul to tell a largers story of big business, Big Tobacco Þ, and the high cost of a product that was too good to be true. --