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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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4.9 ★★★★★
Based on 13 reviews
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Product Reviews
★★★★★ 5
Such a favorite we had to buy backups!
My pup LOVES this toy, as well as my roommates pup as well! Found first in a dive bin store, we knew we had to find the seller and get more. So far we have 3 with 2 of those being in circulation and the third as a back up hidden away. We have had to sew a few holes, the nose is a favorite with ours, but otherwise holds up quiet well!
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Reviewed in the United States on October 7, 2022
★★★★★ 5
Saving This For Future Play
This is very similar to an older green platypus dog toy that my puppies managed to destroy in record time. Keeping that in mind I’m going to wait awhile before letting them play with it. It’s adorable and doesn’t deserve an untimely death. They’ve managed to chew holes into two supposedly tough toys in less than a day. Their permanent teeth are coming in so maybe there’s hope for the future.
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Reviewed in the United States on November 14, 2025
★★★★★ 1
Not as pictured
From the picture, this duck looked stuffed and full. Instead it is completely flat.
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Reviewed in the United States on June 10, 2026
★★★★★ 4
Not so durable, but still decent
Durable...if you don't have a dog that chews. But it is cute and he LOVED it while it lasted. He just has a vengence against all squeakers.
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Reviewed in the United States on May 26, 2026
★★★★★ 5
Great Soft Duck Toy
I've bought several of these over the years. My Australian Shepherds love them and often play with the duck on their own. Eventually one surcomes to an occasional tug-a-war. My dogs are moderate tuggers.
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Reviewed in the United States on August 27, 2025