You've heard this story before: Two Stanford kids take on a big bad industry, one that harms people, and they disrupt it. Typically, these stories are portrayed as heroic in Silicon Valley. Yet the story of Juul is different. The company sells sleek e-cigarettes packed with nicotine to cigarette smokers looking for a less harmful solution. But flush with VC cash and determined to grow, the company ended up addicting millions of kids, leading to a serious backlash and decline. Lauren Etter, a Bloomberg reporter and author of The Devil's Playbook, which covers the Juul saga, joins Big Technology Podcast to discuss the company's rise and fall.You can buy The Devil's Playbook here: https://amzn.to/2TsMoCK Learn more about your ad choices. Visit megaphone.fm/adchoices