Close Enemies

When parents in America’s wealthiest city—the Silicon Valley community of Atherton—learned the vaping epidemic had hit their kids’ sports teams, they went to war with fellow Atheron parent Kevin Burns, CEO of Juul Labs.
 
 “I’m going to go out of my way to fight the bulls***,” a lacrosse dad threatened Burns.
 
Among other things, parents threw money at Stanford researchers who focused on the dangers of tobacco use and vaping. 
 
The Lessons: “The enemies you least want are the parents of your customers,”—especially when they happen to be billionaires.

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