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Case study of Juul : A disruptive yet failed product Juul was a vaping device initially launched for older people who wanted to get away from smoking cigarettes! Juul, introduced in 2015, promised a safer alternative to smoking with its sleek design and nicotine delivery system. Initially celebrated for its innovation, Juul faced rapid backlash as concerns emerged over its appeal to underage users and aggressive marketing tactics. Regulatory scrutiny and lawsuits followed, leading to a dramatic decline in valuation and public trust. Despite efforts to address concerns, including halting flavored product sales and restructuring, Juul's downfall serves as a cautionary tale of the challenges inherent in disruptive products within highly regulated industries, highlighting the importance of responsible marketing and regulatory compliance. And this is how a slow nicotine delivery device, which was proposed for older people who wanted to leave smoking, became a miserably failed product!