This is about the rise & fall of Juul, of e-cigarette fame. It starts with the founders of the company at Stanford graduate level business school with both being smokers and talking about how they didn't like the non-cigarette options on market. They did a paper and and kept going developing a product and continuing to develop and modify it. Their first product was Pax and basically became a marijuana vap while Juul became the nicotine vap. As I am not a smoker, I really didn't know much of anything about all this. Juul was huge for a couple years but as the company expanded/grew beyond the leadership's ability to control this problems came. Advertising that matched cigarette ads from the '50s to '70s when big cigarette companies got in trouble targeting youth, was a big one for Juul. Quality control, pissing off the FDA, use of influencers, teenagers using & abusing their product, other companies copying and taking market share on their pods with different flavors, the problems were numerous and company generally did poor job of responding. Company took big investment for major cigarette company was a big change and this basically handed over the company to them but was needed to actually solve the problems. Some cashed out big but Juul as company kept shrinking. I wikipediaed it & company still there but vaping not as popular anymore so no longer a big deal I guess. Really interesting story with plenty of what ifs that author touched on as well.
I have posted it on PBS, it is only copy and since such a good read I think someone will find it and request at some point.