Of corruption, lies, and…Jedi knights?


It’s called synchronicity, my dear Mr. Watson

I just committed to attending the North American premiere of the documentary film A Billion Lives on August 6th in Milwaukee, Wisconsin. I like Wisconsin. After all, it’s the home to Harley Davidson, Laverne and Shirley, and where That ’70s Show was set – ironically, all things representing my youth. What’s not to like?

Now, philosopher Soren Kierkegaard claimed that life can only be understood backwards, but it must be lived forwards. The older I get, the more sense that statement makes to me. The reason that I am reminded of Kierkegaard’s quote is because I have only attended one other red carpet film premiere in my life – and it oddly mirrors the situation of A Billion Lives.

At the turn of the century (the one preceded by the Y2K panic – I’m not that old), I was working in the motion picture industry. As a result, I found myself on set in San Rafael, California when the arena scene from Star Wars – Attack of the Clones was being filmed.


It looked nothing like this, by the way. The background structure of the arena was actually a model roughly the size of a Volkswagen bus, and it was sitting in a canal district warehouse several blocks from the filming location. The robots were nowhere to be found, and this crowd of Jedis were all filmed separately on an otherwise empty, bright green sound stage. Ah, the magic of movie making.

As an aside, I can definitely confirm the old rumor that several members of the boy band ‘NSYNC were indeed extra Jedis in the battle scene, although they were edited out of the final film. I can remember standing by the craft services table when a friend nudged me and whispered, “Hey, you’re standing next to ‘NSYNC.” I looked over at the cloaked guys to my right, without even a flicker of recognition. Boy bands weren’t really my thing, though. Now if the guys from Metallica had been extras, I may have been much more impressed.

A year or so later, I also ended up at the red carpet premiere for the film.

In case you have spent the past forty years living in a refrigerator box, the basic premise of the entire Star Wars saga is that a large, corrupt, evil, bureaucratic organization called the Empire is fighting to eradicate a small group of good, freedom-loving rebels. The Empire has a seemingly endless supply of money, politicians, weapons, and robots. The rebel forces are small, underfunded, and fighting on the side of what is right. The Empire is built on lies, political chicanery, and death.

Are you seeing where I’m going here? Not only does the underlying Star Wars story mirror the age old battle between right and wrong; good and evil…but it also mirrors the current battle to keep vaping – a significantly less harmful alternative to tobacco cigarettes – legal and available in the face of unethical attacks by those trying to keep their blood money flowing.

As vaping supporters, we are currently standing back-to-back in that alien arena, with a huge wave of evil Empire robots slowly closing off every angle of victory, or even escape. If you recall the pivotal scene from Lucas’ film, the few remaining good guys were rescued by an aerial assault led by Yoda and the clone army. Who is our Yoda? Where is our clone army? Although they have yet to arrive, they are coming. And it will be on the wave of education, publicity, and truth in the wake of the documentary A Billion Lives. That film will change minds, and once it’s widely distributed, it will change the outcome of the fight to save the lives of hundreds of millions of cigarette smokers.

That’s why I’m supporting Attention Era’s documentary, and that’s why I’m going to the film’s premiere on August 6th. I am not going to wander the red carpet, I won’t be wearing a name tag, and my plan is to just get lost in the sea of people there to witness the truth that this amazing film documents. In fact, if the Molecule Labs after-party gets too crowded, I’ll be the guy wandering down the street to a great Milwaukee bar called Distil. Look it up.

If you see me there, feel free to share your story of how vaping saved your life. Or we can just talk about Star Wars.

One person can make a difference.

A Billion Lives Header

First, I’ve been called out

Greg Conley, President of the American Vaping Association called out my last blog as being far too much doom and gloom on the future of the industry. And it got me thinking about this struggle to keep quality vaping available in the U.S. It’s obviously a highly charged topic. Whether you’re a former smoker who doesn’t want to lose the ability to manage your nicotine in a way that won’t leave you dragging an oxygen tank around for the last few sputtering years of your life; a business owner who is trying to keep paying employees while also putting food on your own table; or a non-vaping advocate for true freedom – who is horrified that the government is waging this type of unprecedented (and unethical) war on an incredibly beneficial innovation.

Anyway, the more I thought about Conley’s comments, the more I realized that he may have had a point. Not that there isn’t reason for anger – towards both those who attack vaping and those who represent it poorly – but getting too frustrated can be counterproductive. After all, driving your opposition to impotent anger, then hopelessness, and finally silence…defeat, has been an effective psychological tactic in all societal conflicts. And the anti-vaping front (anti-personal freedom front, to be clear) is practiced at waging this kind of campaign.

So I’m going to change things up this time around by focusing on something positive – the fact that one person with belief can actually make a difference. Although many of you may have your own stories proving this point, and history is obviously full of them, I want to tell a vaping-related one that I became aware of awhile back and have followed intently.

By now you know that the documentary A Billion Lives will be premiering in the United States on August 6th. What you may not know is how critically important it was for Molecule Labs (manufacturer for vape liquid brands such as Cuttwood, Halcyon, VonVape, and Volcano, among others) to step up with a significant sponsorship of the after-party. Without that commitment, the North American premiere (and the noise around it) would have been delayed. In the film publicity game, success is gaining wide attention – which is best accomplished with the one-two punch of a well-attended premiere screening, and a huge, crowded, highly publicized after-party. Large sponsors are always necessary to make these events successful.

As a result of Molecule Labs’ support for vaping and belief in the importance of this documentary, there will not only now be a timely North American premiere (a mere two days before the FDA regulations start kicking in), but also five weeks of increasing media attention (traditional and social); highlighting the corrupt, unethical, and borderline evil opposition to what should be hailed as the largest public health advancement since germ theory. We are in a critical period in the history of vaping, public health, and freedom, and this couldn’t be coming at a better time.

It’s what the vaping community, the uninformed general public, and the lives of tens of millions of current U.S. cigarette smokers needed. And I’ve got to acknowledge, Molecule Labs stepped up for this when so many others in the industry declined to get involved.

Now back to my premise.

You now know what happened, but how it happened…that’s the story I want you to see.

Trying to save lives

There’s a woman in California named Ariana. She worked in corporate finance and had a very comfortable career. Ariana, like many (many) others, quit smoking cigarettes several years ago when she discovered vaping – this was after years of the normal gum, patch, hypnosis, and back-to-cigarettes runaround. Vaping was different, though – it worked. And that might have been the end of the story; she could easily have been just another person no longer smoking – going about her life of work, kids, and friends, just with a vape device in her purse instead of cigarettes.

But a month after putting down her last cigarette – in her mid 30s – she was diagnosed with an incredibly aggressive breast cancer. Thus began a long year of treatment; four months of intense, bi-weekly chemotherapy followed by numerous surgeries in the attempt to save her life.


In those times, those long, dark nights of the soul as they say, it’s not uncommon to reevaluate priorities; assess life choices differently. And Ariana was no exception. There wasn’t a history of cancer in her family, and she had none of the standard risk factors. In fact, genetic counseling calculated that her chances of developing the cancer that she had been diagnosed with was only 4%. Could her years of cigarette smoking have contributed to that 4%? Nobody could definitively answer the question. (Interestingly, her oncologist and surgeon did make it clear that they had no issue with her continuing to vape throughout treatment and beyond.)

Concerned that the years of cigarette smoking may have contributed to her cancer, along with the common knowledge of the other health challenges cigarettes are known to cause, Ariana began educating every smoker in her life about transitioning to vapor. Also, after battling through cancer, she had discovered that the corporate life didn’t appeal as much as it once had. Ariana ultimately decided to walk away from her career and do something with a more…significant purpose.

Pooling all of her resources, Ariana opened The Cheshire Club Vapor Boutique in Santa Rosa, California early this year. A vape shop unlike any that you have probably seen before. She had a passion for introducing cigarette smokers to vaping, with a goal of giving every smoker who wanted to quit a safer, healthier alternative. She chose a store environment that would make non-vapers comfortable. Her shop is truly an upscale retail boutique; professional, clean, and vape-free. Through extensive research while planning to open the store, she was well aware of the coming (and now looming) FDA regulations and state laws that could devastate the entire industry. But she apparently had faith that reason and truth would ultimately prevail in the vaping debate.

Taking action

To do her part, she insisted on advocating for the future of vaping by educating everyone – customers, acquaintances, and strangers – on both the benefits of vaping and the unethical attacks on the industry. She encouraged association membership, political involvement, and was eagerly awaiting the much-hyped documentary A Billion Lives – even sending her customers to YouTube at the end of each sale to watch the trailer.

When it was clear that the film had been completed, but there was no information about a release date in North America, she decided to contact Attention Era Media – the company that made the film – to see if she could help. Much of her money was already tied up in the newly opened store, but perhaps there was something she could do. After several weeks of trying to coordinate a phone call with the very busy staff at Attention Era, she was finally able to speak with one of the film’s producers. He told her that obtaining sponsorships for events and publicity around the premieres would be the most effective way for the industry to help support the film.

Ariana set about contacting other vapor retailers and vendors to see who might be interested in helping to promote A Billion Lives by sponsoring events or media. To her dismay, the reactions ranged from no knowledge of the film (or even of the FDA regulations for that matter) to very small possible donations. Disappointed but undeterred, she took it to the next level by researching the largest vaping companies that she could find in the U.S. Then, armed with nothing more than front desk phone numbers and the usually ignored info@ email addresses, she and her small staff started reaching out.

Their persistence finally resulted in a phone conversation with Mike Guasch, President of Molecule Labs. Guasch was interested and thought that getting the film out could be an important step in gaining public support for the industry. But, of course, he would have to see it first.

The first North American showing

Ariana immediately recontacted Attention Era to find out how to facilitate Guasch seeing the finished documentary. The only way, she was told, was to fly one of the producers from Wisconsin to California with the film on a hard drive. She agreed immediately and, after checking credit card balances and counting up frequent flyer miles, cobbled together an itinerary; booking the plane tickets and hotel rooms.

Then, on a recent Monday evening, Guasch, as well as Molecule Labs’ Chief Flavorist William Ruiz, and Production Manager Carl Rice, made the trip to Santa Rosa – to Ariana’s Cheshire Club Vapor Boutique – to see A Billion Lives. After introductions and some small talk, everyone found a seat in front of the flat screen TV that hangs on the wall of the sales floor.

“Then Jesse from Attention Era stood in front of the screen,” Ariana recounted. “And said, ‘Just so you all know, you are the first people in North America outside of Attention Era staff to see this completed film.’ And then he hit play.”

A Billion Lives at CCVB

“As the credits rolled at the end, Mike Guasch stood and said, ‘Everybody…non-vapers and vapers, need to see this.'”

And that began the conversation between Molecule Labs and Aaron Biebert. The conversation that led to what promises to be a huge event in August. One that can, and I believe will, start changing the tide on vaping.

Because A Billion Lives, once seen, cannot simply be forgotten.

The politicians, the FDA, the tobacco companies, the pharmaceutical companies, and the “public health” non-profits will have nowhere to hide once this documentary hits its stride. Their tactics and true motivations will be laid bare for all to see.

I spoke with Aaron Biebert yesterday regarding this, and he said, “This truly is a modern David vs. Goliath fight, and we’re proud to be on David’s side…and more importantly, the right side of history.”

And of Ariana, he said, “A billion smokers dying when 70% want to quit is unacceptable. Without folks like Ariana, we’d never have the groundswell of support that we have now. These passionate leaders have been crucial to building the movement.”

The North American premiere of A Billion Lives on August 6th, the critical Molecule Labs sponsorship of the after-party, and the media attention that is about to happen around this premiere can be traced back to one person just trying to make a difference.

I admit that I had started to become cynical of the true power of individuals in all of this. Not “individuals” like Biebert and Guasch – but everyday people like me. Like Ariana. Perhaps like you.

You are one person, and advocating for our ability to continue vaping is meaningful. Perhaps the most meaningful thing we will ever get the opportunity to be involved in. Don’t give up and don’t just depend on the associations and the lawyers – keep taking action yourself; never stop pushing.

Because you never know what your next letter, email, phone call, or coffee shop conversation is going to lead to.

Why vaping can’t survive.


Houston, we’ve got a problem.

A lot has happened since my last post. Unfortunately, not much of it has been positive. This makes me very sad, since I am a firm believer in the absolute, life-saving benefit of vaping as an option for cigarette smokers.

I have been talking with quite a few people and had been putting my faith in a number of big players – people who had (behind closed doors) pledged both the support and the money necessary to take this fight for vaping to the level it needs to go.

Where are they now? Your guess is as good as mine. They have apparently gone underground, and taken their checkbooks with them. If you are reading this and wondering if it is you who I am referring to, the answer is most likely yes.

So, let’s see where we are otherwise:

  1. Polling shows that now even more of the general public (including current cigarette smokers) believe that vaping is worse for you than lighting shit on fire and inhaling it. To note – these current smokers are the potential vapers of the future. Their numbers dwarf the population of people who vape today. But each day, they move farther from the point of giving vapor a try. This is mostly due to the continued, coordinated, and well-funded anti-vaping bombardment by public health, and partially due to one particular law firm that has absolutely flooded national press release channels with stories of exploding e-cigarettes in the hopes of netting class action clients. Lawyers, who can conveniently no longer sue cigarette manufacturers thanks to the 1998 Master Settlement Agreement, are now realizing that vapor products are a whole new potential field full of meandering cash cows. In the couple of months since I first started writing about the importance of the general public, we have actually gone backwards.
  2. The majority of vape businesses either remain ignorant and isolated, or they are holding back on participating in a truly combined front – perhaps in the hope that they will somehow remain the only business standing in their market. I even had a large retail vapor business owner – one who was very well informed about the coming regulatory challenges – theorizing that if the other shops and manufacturers panicked and closed their doors, all of the customers would have no choice but to come to him. He’s not alone in this. There is an actual business strategy underway that depends on the bad press, advocacy infighting, and regulatory threats to knock off the competition. On second thought, perhaps that answers the question that I started this blog with.
  3. HR2058 and the Cole-Bishop Amendment both seem to be stuck in quicksand. Despite gaining a total of 65 co-sponsors, HR2058 hasn’t actually budged since it was first submitted to the Health committee thirteen months ago. There are 435 members of the House of Representatives – 218 for a majority. If it took over a year to get 65 co-sponsors, how long will it take before the bill ever sees a vote in the House? Not to mention that passage there only guarantees that it will then start the process over again in the Senate. What are the chances that the industry can survive long enough under the pending FDA regulations for a predicate date change to actually make a difference? I’m beginning to suspect that this option will end up like that time in high school when you finally got the Pinto started only to discover that your date already hitched a ride home with some college guy. And then she would never take your phone calls again.
  4. Vapor retailers, liquid makers, and device manufacturers are just crossing each day off of their calendars – trying to do business as usual – without fully realizing the nuclear bomb that is whistling out of the clouds above them. There is so much confusion about what specifically is going to happen on August 8th, that no clear guidance has emerged. The consequences of giving bad advice in this situation are so immense, that the leaders are just clearing their throats nervously, kicking pebbles at their feet, and doing the old wait-and-see. How many retail vape shops in California have obtained their local tobacco license? How many understand that they will no longer be able to build coils or change atomizers for a customer? How many are clear on signage, advertising (potentially no internet, email, or social media posts without a 30 day written notification to the FDA for each one?), and store setup requirements? How many liquid manufacturers know that there is only a slightly better chance than none that the companies they buy their flavor bases from will provide ingredient lists, or even register their flavors with the FDA as tobacco products? How many consumers are aware that they don’t just have two years of nothing new before they have to really start worrying…but that by March of next year – just nine months from now – the vast majority of their favorite liquids will most likely be off the shelves?

Avast, thar be sharks here!

As an aside to number 4, I have talked with several labs in the U.S. who are working to reverse engineer the flavoring ingredients used in vape liquids – so they will be able to provide those to the FDA even if the original flavor manufacturers refuse to. Sounds good, right? The ethical challenge is that these labs plan to use this information to (a) strong-arm current liquid brands into paying to stay in business, or (b) wait until your favorite brand goes under and then begin manufacturing their abandoned liquid line to pick up the established customer base. And what about the new army of vape consultants who have emerged from the fog? Primarily failed vaping industry insiders who now travel around and charge for advice on how to survive the coming vapocalypse. The problem? None of them truly believe that it can be done – and it’s no skin off of them if their advice gets you fined, your inventory confiscated, or your business shut down. It’s beginning to look like the whole industry is attracting circling vultures…and unfortunately most of them are coming from within it. A shop owner recently said to me, “Screw it, I’m just going to make as much money as I can in the next two years and move on.”

Ah, so you’re in it to help cigarette smokers, are you?

Overall, I am no longer feeling quite as positive about our chances – especially with the deadlines rumbling forward unabated, and the significant realization that hit me this morning while vaping and waiting for my coffee to brew.

This fight is bigger than I originally thought

I realized that the government can’t allow vaping to survive. I didn’t say won’t – I said can’t. Why? Because vaping didn’t come from them. Now, some of you have already realized this – but remember, I never claimed to be the smartest one in the room! What I do know is that we live in a society managed by a heavy-handed (dare-I-say) big brother – one that believes he knows what’s best for you better than you do. We created that environment though – or our parents did…or our grandparents.

When we (or they) handed the reigns of our governance over to the new career politicians so that we could focus on following our bliss, we planted the seeds of the situation we are currently reaping. And although the challenges this has created in our society are numerous and complicated, the one I am focused on is our right to vape nicotine.

I wrote previously that the vape industry is a grass-roots, consumer-driven response to a massive government failure (is there any other kind?). That failure is two-fold; the failure of all policies, programs, and regulations to do anything meaningful to curtail cigarette smoking, and the failure of a government that has become dependent on money from tobacco, pharmaceutical, healthcare, and media companies.

So on one hand we are fighting against deeply embedded corruption; fueled by cash, dinners, vacations, and prostitutes – gifts from certain industries for certain accommodations. And on the other hand (and this is important), we are fighting against a larger group of well-meaning politicians who would never think of taking money for favors – but who have built their entire careers, lifestyles, and lives on a belief that the collaborative structure of Big Government is able to direct your life in a manner more effectively than you can. And to this group of civil servants, it is unacceptable that the citizens could come up with a solution to something that is both more effective than the government tact, and that didn’t even involve the government to begin with.

Plainly stated, if the people prove that they can effectively solve a problem that the government has failed miserably at for decades – then what message does that send about the need for ever-larger government involvement in everything else? What does it do to those with a core belief that the people need the government to manage their lives?

Oddly, the growth of the vaping industry and its impact on cigarette smoking has highlighted – perhaps better than anything else in modern history – that the effectiveness of government does have a limit…and that we have clearly moved beyond it. The people, you and I, can solve our own problems without the assistance of Washington D.C.

And that is ultimately why vaping must be destroyed. The slippery slope of individual self-determination and self-sufficiency – the realization that we can actually survive and succeed without governmental intrusion – is like kryptonite to career politicians. It makes them weak and unnecessary.

So, we have governmental corruption on one side, a dangerous governmental need to be needed on the other, and vultures within the industry trying to already eat people that aren’t dead yet.

Any suggestions?

Of course! Over the span of my life I have dealt with numerous business CEOs, and their number one complaint as leaders seems to be, “People always come to me to highlight the problems, but never to suggest solutions.” So I personally developed a habit of always trying to balance one with the other.

As for the larger issue of our government actually overstepping its usefulness, I won’t address that here. That’s an entire series of blogs unto itself. And, to be perfectly honest I really don’t want to get audited, framed, or appear on TMZ with an underage prostitute Photoshopped onto my lap. I’m sure you understand.

Then what is my suggestion for the vaping issue – adjusted for recent events?

It hasn’t changed much from past blogs, since I believe we still have the same crappy public perception issues we started with a couple of months ago. But the sparkle on my positive outlook has definitely faded a bit since being exposed to the odd silences from vaping industry and association leadership on the significant issues, as well as seeing the looting and cannibalization already underway among the vaping business community.

What has changed is that I am narrowing my support down to only two things now; the industry coalition lawsuit against the FDA, and promotion of the film A Billion Lives. I support the consolidated lawsuit because I believe it is the only chance the industry has at this point to delay or stop the complete destruction of quality vaping in the United States before we lose thousands of small businesses and jobs – as well as millions of lives.

And the documentary? Because we still need the general public to see the lies and corruption behind the attack on vaping – and A Billion Lives is already done, it’s amazing, and it’s ready to do just that. Unfortunately, it appears that many of the individuals and companies who have made fortunes on the growth of vaping – fortunes off of you – are hesitant to fund the release of the film or it would have been out already. I’m not sure how much clearer I could have made it in my last couple of blogs.

Perhaps it’ll be be up to us – you and I – the people who just want the ability to keep managing our nicotine without simultaneously killing ourselves.

a billion lives

Ultimately, A Billion Lives may end up being the vape industry’s epitaph; which would be unfortunate. But not nearly as unfortunate as the billion lives that the title refers to.

Mothers, fathers, brothers, sisters, friends, and coworkers – lost to corruption; lost to career politicians seeking significance; lost to greed. And lost to apathy.

There is still time…but I won’t be able to repeat that for much longer.

The vaping fight: join or die.

vape advocacy

I was asked to Guest Blog. So this article can be found HERE.

Saving a billion lives.

a billion lives

An inconvenient truth.

Documentaries work.

Whereas popular media such as TV shows, news broadcasts, music, and feature films soften the population’s opposition to certain ideas – or create a somewhat intangible, fuzzy support – documentaries can inspire real, active change.

The current revival of the environmentalist movement can be tied directly to the release of Davis Guggenheim’s An Inconvenient Truth; the U.S.’s Affordable Care Act would never have gained the momentum it did without Sicko; and what about all of the people who now protest against the justice system and law enforcement due to Paradise Lost or Making a Murderer?*

Those few documentaries inspired more passionate action and societal change than the entire historic catalog of books, films, breathless news reports, and TV shows about natural disasters, incompetent healthcare systems, and wrongfully accused individuals.

There’s just something about a 90-minute visual education piece on a compelling topic that moves people; especially when there is a David vs. Goliath story at the core. Americans love the concept of underdogs fighting against some sort of injustice – especially when it’s institutionalized. The larger, greedier, more dishonest, and heartless the opponent, the more people will sit up and take notice; righteous indignation turning their knuckles white.

Before I go on, I want to make it clear that I have no connection with Aaron Biebert, or any of the people at Attention Era Media who have made the documentary called A Billion Lives – which is the equivalent of An Inconvenient Truth, Sicko, and Making a Murderer for the vaping / tobacco harm reduction issue.

I just know an effective thing when I see it.

I have already covered the importance of gaining traction with the general public; that inattentive and borderline apathetic massive sea of people who are spending significantly more time wondering who Negan killed than considering the devastating implications of a government agency unilaterally shutting down an entire industry without cause.

Keep in mind, you don’t need these people to get out of their La-Z-Boys, put on shoes, and picket for your right to vape. You just need them to get to a point of positive indifference – meaning they still won’t personally care about vaping, but they will see nothing wrong with you doing it.

Positive Indifference

Here is an example of what positive indifference looks like. I personally love women; I am married to a woman and can’t ever see that changing – it’s just right for me. But I don’t oppose your desire to marry whoever or whatever you want; same sex, a cat, Siri, your Dyson vacuum – it doesn’t matter to me. And although I’m not going to go out and fight for your right to marry an appliance, I’m also not going to support anyone who is trying to stop you from doing it.

The power of positive indifference is this; when the general public doesn’t oppose your cause, then the actions of a small, passionate minority can make exponentially more progress with regard to public policy. And when you are bullied in your quest, the public will react like an older brother who goes to the same high school as you; he’s not going to leave his place on the bench to get involved in your drama, but he will tell your bully to just leave you the hell alone.

That’s exactly why A Billion Lives is critically important right now. It will change the public stance from opposition to positive indifference – and that’s all you need it to do.

Supporting ‘A Billion Lives’

With independent films like A Billion Lives, the options are usually (a) hit film festivals in the hopes of a distribution deal, (b) coordinate independent showings, or (c) strike a deal with streaming platforms like Netflix, HBO, or Apple. All of which can take time and delay a film’s release by years.

Thanks to your opponents, you don’t have years to get this story before the public. You have…right now.

The worst thing that you can do at this point is to just assume that A Billion Lives will magically hit theaters and attract mainstream attention. It’ll take sponsors (money), widespread vape industry support, and a massive grassroots publicity campaign. It’s going to take you getting involved and helping Biebert to get this message out in a way that the public and the media won’t be able to ignore.

The timing of this film’s completion is serendipitous, to say the least. An aligning of the planets. But if you are going to benefit from it, you are going to have to make it happen. Fast.

I’m telling you, it’ll be worth it.


* I am not condoning any of these documentaries or their outcomes, I’m just using them as examples of the potential power documentaries can wield.

Rise of the adults in vaping.

rise of the adults in vaping

What now?

We win, that’s what now.

Between Governor Jerry Brown signing the controversial tobacco bills into law in California – which opens vaping up to unsustainable regulation, criticism, and taxation in the most vape-active state in the country – and the FDA injecting a slow-acting but definitely fatal poison directly into the jugular of the nation’s vaping industry, it seems that we may have lost the battle to ensure longer lives and better health for millions of cigarette smokers.

If I can interrupt your wailing and gnashing of teeth for a moment, I beg you to consider a different perspective. It’ll be worth it.

What I see in the middle of this platter of steaming garbage (that has been served up on both the state and federal levels) is a big, glittering diamond. We have been given a gift.

In making no concessions to the vaping industry, and subsequently raising a tall middle finger to the citizens of this great country who have found improved health, happiness, and quality of life by moving from cigarettes to vaping, the government has guaranteed two things.

One. That the adults will now take over the vapor industry. Millennials, hobbyists, hipsters, and high school kids trying to push the 300 watt barrier just don’t have the intestinal fortitude for what’s coming. Many shops will close, convention centers will sit empty, vape trick competitions will disappear, and there will be the odd hissing sound of wringing hands coming from parents’ basements nationwide. The end of the current vaping industry is at hand. But if you read my post here – then you already know that it’s not a bad thing.

I worked for many years in the air medical industry; those brave folks who fly critically ill and injured people on helicopters. And I can tell you that the only industry more heavily regulated than healthcare is aviation. So why not mix them together and see what happens! I’ll tell you what happens – it becomes a constant (daily) struggle between governmental intrusion (usually fueled by ignorance and/or greed) and trying to make enough money to keep flying. You talk about protracted PR and lobbying battles – the e-cigarette and vaping world actually has had it easy. Well, until now.

So why do people in air medical keep getting up every day and fighting – after all, you can make significantly more money in numerous other industries? Because it’s the right thing to do. Human lives matter and fighting against bureaucracy to keep people alive and with their families is a damn compelling mission.

But it takes adults who can play the game. And I can tell you, those folks only show up when there is a compelling mission endangered by inappropriate, ignorant, and destructive resistance (sound like anything else you know?).

Truly successful people relish ‘unwinnable’ challenges, especially when the outcome is ultimately beneficial to humanity.

And two. The eighty-five plus percent of Americans fatigued by continuous governmental intrusion are now primed to come around. Start pushing the messages that I recommended here and hammer the social proof of the benefits associated with vaping over cigarette smoking, and you will find exponential traction in the critical public arena.

If you are depressed or defeated over the massive anti-vaping developments in these past couple of days, I’d suggest you either get over it quickly or get out of the way. The people who are going to win this fight for the benefit of public health worldwide are about to step up, and this is going to get ugly, frustrating, expensive, and amazing from this point on.

In conclusion I will go back to what I said in part 1:

There is good news though. Great news, in fact. Victor Hugo once wrote, On résiste à l’invasion des armées; on ne résiste pas à l’invasion des idées – commonly paraphrased as no one can resist an idea whose time has come. No government, no politician, and no industry.

It just got real.

Winning your right to live.


(Part 3 of 3 – read 1 and 2)

From the Desk of MIT: I have had more heartburn about this series on vaping than anything I have ever written, and also more pressure to present things in a certain way. I started this blog solely as a way to work through my own frustrations at how this life-changing technology was being unfairly attacked with junk science, political chicanery, underhanded business practices, and the release of a whole cadre of holier-than-thou Crazy Cat Lady Activists (I’d really like to know who the hell is dancing naked in a forest somewhere to summon them). Not to mention how poorly the industry seemed to be representing itself to the public, and how ineffectual it was in responding to the multi-faceted attacks against it. The consequence of failure here is truly tragic, and people need to understand that. Vaping isn’t primarily a hobby, a fad, or a game; vaping is a way to actually save people’s lives – and it’s a solution created by the people in response to a massive governmental and public health failure. Don’t let that fact be lost on you. And that failure grows deeper and more troubling with each media-fueled attack on vaping, in spite of the mounting evidence that supports the benefits of this technology.

It’s such dirty play, and I am sickened by how it highlights both our loss of personal freedoms, as well as how willing some people are to profit from the unnecessary pain and suffering of others who they don’t have to personally watch wither and die.

Still, I had no clue that my thoughts and opinions would resonate with so many people around the world. These posts have definitely traveled – each day they continue to grow and are being actively shared, quoted, linked to, and talked about in more than 120 countries so far. On one hand it amazes me – and on the other it scares the crap out of me. I never claimed to be the smartest person in the room – just someone who has a perspective and an obvious passion for the outcome of this moment in history. It has also brought out different factions of the pro-vape movement, who all have differing opinions on where the challenges are and which strategy I should promote to solve them.

I’ve decided to stick with my original thoughts. You don’t have to agree with me; but you do have to do something if vaping is to stay a viable solution to the cigarette-fueled epidemic of death.

That said, here is the final essay.


What’s an elephant doing in here?

The current debate around “vaping” really is a fundamental argument about personal freedoms, and whether governmental involvement in every area of life is beneficial or not. It’s ultimately about your individual right to live your life as you choose.

In these United States for example, the Constitution is the founding document that clearly defines the responsibilities and limitations of the government; it was designed to provide a centralized structure for the nation, while simultaneously protecting citizens from the potential abuses of what could someday become a bloated, corrupt, and intrusive leadership (surprise!). It was drafted, after all, by people who had just rebelled against a corrupt and intrusive monarchy; who generally believed that every individual had certain guaranteed liberties – called natural or God-given rights – solely because they existed as human beings. In concept, it created a simple bureaucracy that would corporately protect the people as they pursued their individual lives, liberty, and happiness.

Unfortunately, even with that as the foundation, we still managed to spin out of control over the subsequent two centuries; resulting in a staggeringly oppressive behemoth in Washington DC that fosters tiny dictators all of the way down to the lowest levels of municipal government. We have come to a point in our history where the majority of people out there either willfully disregard the universal principles of freedom out of self-interest, or they are too ignorant or apathetic to care.

“The most terrifying words in the English language are: I’m from the government and I’m here to help.”

– Ronald Reagan

Think about it, has there ever been a societal attempt at governance that didn’t ultimately end in corruption and abuse on some level? There is clearly something about human nature that makes us all predisposed to seeking our own freedoms, while simultaneously imposing our will on others when given the opportunity. From the uber-religious to the tree-huggers, everyone does it. If you give one person or group of people – however benevolent they may initially be – power over other people, you can bet that it will turn to crap eventually.

Now, before you start throwing philosophical or sociopolitical arguments at me; anti-religion, anti-capitalism, anti-socialism, anti-Dead White Guys Who Owned Slaves, anti-whatever; the point I am making is a simple one. We all have the inherent right to live, and we have the inherent right to make our own choices in life – as long as we are not impacting somebody else’s right to do the same. Inherent means that these rights are yours just for being born; they are not a gift from some government agency, and they were not bestowed upon you by an old parchment that’s under glass in an ornate building somewhere. They just are.

Truth is, if you want to smoke old tires, vape Windex, or throw yourself off of a cliff, you should be able to do all of those things without legislative interference – as long as you aren’t exhaling into someone else’s face, or crashing like a bag of wet cement through a family’s beach umbrella.

We should all at least be in agreement that the universe has bestowed upon us the natural right to do whatever the hell we want with our bodies – as long as we and our families are willing to foot the bill.

In a reasonable world, that would end the debate. But, since we don’t live in a reasonable world, simply demanding it – even with a hashtag – won’t make it happen. Sorry.

So…let’s play the game.


In my past life, I had a position where I was commonly contacted by the media for statements or information. After an embarrassing flub with a large newspaper in California, where I didn’t fully anticipate how my words might be used, I was shipped off to media response training. Once I got over my anger with the butthead reporter (or not), my embarrassment within the organization, and my guilt over others being required to clean up my little mess, I actually learned something.

And it forever changed the way that I perceive both the media and public opinion. More on that in a minute.

I have already established that I believe vaping to be the most significant health breakthrough of all time, considering there are hundreds of millions of current cigarette smoking parents, siblings, and friends around the world who could live longer, fuller, happier lives if they just started doing it. My motivation, which you have probably caught onto by this point, is to try and help push that agenda however I can. We need to win.

So this is where I get to that re-framing part.


From what I can see, the pro-vaping team has been primarily playing defense – with the occasional crazy Leroy Jenkins running his own offensive route, but instead of making a touchdown, he usually only succeeds in tackling a cheerleader or some poor kid in a wheelchair on the sidelines as part of a Make-A-Wish Foundation event. Not good from a public relations standpoint. But the problem with always playing defense is that no matter how strong you are, you constantly lose ground.

Especially if you don’t realize that you’re playing the wrong game.

Regardless of what motivates the anti-vaping forces; money, politics, idealism, publicity, mental illness, whatever – does the reason actually matter? – they understand the importance of targeting public opinion – which is the real end-zone in this game. You see, they are not attacking you with their press releases and worthless scientific studies; they are building public opinion. It doesn’t actually matter if they are lying, cooking stats, or lighting teenagers on fire themselves for good battery-explosion photos. They ignore your responses, your reasoning, and your facts because you are actually irrelevant to their strategy.

What I learned from my media debacle is this; public opinion is rarely (read: never) swayed with widespread reason and thoughtful conversation. Hell, even facts don’t usually matter. The masses of people slowly grazing their way across the grassy field of life only notice headlines, soundbites, pop-ups, and one-liners; and it’s from these simple, repetitive things that they emotionally form group opinions on complex topics. My favorite line from Men in Black is this: “A person is smart, but people are dumb.”

It doesn’t matter if you have a world-changing idea – if you can’t secure the support of the general public, or at least get positive indifference, you lose. Capitalizing on this knowledge, as well as on Washington’s tendency to go with anything that keeps the populace most pacified at the moment, is the foundation of the anti-vaping strategy. The vaping industry has been running around trying to respond to attacks that are only being launched to influence passive observers – not to win against you. Their messages hit the intended target the moment they are released; your response or counter-attack is inconsequential.

Put a different way, we’ve been swinging at pitches long after the other team is gone, the sodium lights are cold, and the stands are empty.

Right now, the general public believes the following about vaping: it is run by Big Tobacco; it causes cancer; it causes Popcorn Lung; it ruins children; it keeps people chained to addiction; it is worse than cigarettes; it ruins children; it causes blast injuries; it hasn’t been studied enough; it ruins children; it exposes users to formaldehyde, heavy metals, and hipsters with beards; it ignites vehicles and homes; it ruins children; it is poisonous to the touch; it is a Chinese tactic to destroy America; and finally, that it ruins children.

So what to do? How about we start by getting onto the right battlefield – the one filled with people in La-Z-Boy chairs, scratching their bellies, and falling asleep to reruns of Lost. We need to start massively targeting public opinion, not the opposition. This, by the way, is why the vape industry’s image is so damned critical. Go back and reread Part II with the perspective of actually needing the non-vaping public to like you. And the next time you say, “Screw you, it’s my right to vape,” you’ll see that needle fall farther down the scale. Again, it doesn’t matter that it is your right. Righteous indignation only works once the public actually gives a crap about you and your plight. And they don’t right now.

You really want to win this? Then we need to start hammering away with constant, simple, positive, and repetitive messages about the harm reduction benefits of vaping for cigarette smokers – aimed at the public; not other vapers and not the opposition. There is no law against general improved lifestyle claims. There is no law against profiling former smokers who now vape. There is no law against showing happy, normal people carrying vape devices. There is no law against headlining the Public Health England or Royal College of Physicians conclusions on vaping. Start promoting the hell out of people whose lives are now better because they quit smoking and started vaping – real, personal stories. And all of the pro-vaping associations, research organizations, and PR firms need to collaboratively draft 3-5 consistent talking points and all be giving the same message through every possible medium. That’s all the opposition has done – that’s why a University “researcher,” a CDC press officer, and a Crazy Cat Lady who somehow managed to get elected to congress, are all giving the exact same message.

Of social proof and harm reduction.


Two final thoughts. First, we need to pursue more social proof as an essential part of our campaign. Like it or not, blitzing the public with famous and/or highly respected individuals who either vape or support vaping are like tactical nuclear strikes. Why do you think every vaper you know shares the photos of celebrities vaping? Because society (i.e., the general publicloves celebrity, and if cool people are doing what we do, then that makes us cool by association, right? Welcome to Marketing 101. And my experience is that the six degrees of separation theory is generally valid; meaning that there are people reading this who can already get in touch with those celebrities and highly respected individuals. If convinced of the widespread societal benefit of just publicly supporting what they are already doing, those high-profile folks will gain the attention of the people dozing in their La-Z-Boys.

Again, this will also only work if we can change the industry’s image and message; you’re never going to get an A-lister or a Nobel winner to appear in support of convention centers filled with vape clouds and girls in Daisy Dukes. #truth

As for the harm reduction strategy in promoting vaping for cigarette smokers, society has already shown that it supports that concept over abstinence in human behaviors. And if winning your right to vape is to be fought on the field of public opinion, targeting what the public has already shown support for is a smart tactic. If you’re going to teach kids how to use condoms and dental dams because they’re going to have sex anyway, or provide junkies with clean needles because they are going to shoot up anyway, then how can you truly deny cigarette smokers – who are clearly going to smoke anyway, no matter how much you shame and isolate them – a less harmful alternative? At least 95% less harmful according to the British Government, right?

The choice is yours. Continue the current schizophrenic battle against the thousand-headed hydra that is the anti-vaping movement, or appeal to the distracted masses who have proven to be unstoppable in changing the culture if properly intrigued. Before you decide, take time to research the strategies used by the marijuana, gay marriage, and euthanasia movements. You may be surprised.

I wish us luck; a billion lives are depending on the outcome.