Not long ago, cigarettes were a way of life. To many, they still are. To us, they were both comfort and calamity. We craved the experience but despised the struggle. We clung to the security but surrendered to the addiction. We anticipated the moment but concealed the stigma. We needed the satisfaction without the duality. It was time to make a change. It was time to start our mission. The mission was to find the right alternative. It didn’t exist. So we made it.