Malcolm Gladwell

I did everything you're supposed to do to get a lawsuit. No lawsuit.

I did everything you're supposed to do to get a lawsuit. No lawsuit.

I did everything you're supposed to do to get a lawsuit. No lawsuit.

It was like when they, remember they were banning books again in like Florida. And the first thing they did was like, am I on the list? Am I on the list? Oh, please. Oh, please, please, please. I wasn't on the list.

It was like when they, remember they were banning books again in like Florida. And the first thing they did was like, am I on the list? Am I on the list? Oh, please. Oh, please, please, please. I wasn't on the list.

It was like when they, remember they were banning books again in like Florida. And the first thing they did was like, am I on the list? Am I on the list? Oh, please. Oh, please, please, please. I wasn't on the list.

You know, the story that got me writing this book is I wanted to say something about the opioid crisis, which I think is kind of the most under-discussed thing going on in our society right now. And I wanted to understand how it was that OxyContin makes this happen. I mean, it's not the first painkiller. It's not the first opioid painkiller. It's not the first addictive painkiller.

You know, the story that got me writing this book is I wanted to say something about the opioid crisis, which I think is kind of the most under-discussed thing going on in our society right now. And I wanted to understand how it was that OxyContin makes this happen. I mean, it's not the first painkiller. It's not the first opioid painkiller. It's not the first addictive painkiller.

You know, the story that got me writing this book is I wanted to say something about the opioid crisis, which I think is kind of the most under-discussed thing going on in our society right now. And I wanted to understand how it was that OxyContin makes this happen. I mean, it's not the first painkiller. It's not the first opioid painkiller. It's not the first addictive painkiller.

Yet it's the one that sets in motion this epidemic that now kills over 100,000 Americans every year, which is such an astonishing number. I don't understand how we even wrap our minds around how many Americans die every year of overdoses.

Yet it's the one that sets in motion this epidemic that now kills over 100,000 Americans every year, which is such an astonishing number. I don't understand how we even wrap our minds around how many Americans die every year of overdoses.

Yet it's the one that sets in motion this epidemic that now kills over 100,000 Americans every year, which is such an astonishing number. I don't understand how we even wrap our minds around how many Americans die every year of overdoses.

But understanding that there was this very, very deliberate Machiavellian, brilliant but evil strategy they followed, which was an epidemic strategy, which was all about... understanding that they did not need to convince the majority of doctors to prescribe opioids to start an epidemic.

But understanding that there was this very, very deliberate Machiavellian, brilliant but evil strategy they followed, which was an epidemic strategy, which was all about... understanding that they did not need to convince the majority of doctors to prescribe opioids to start an epidemic.

But understanding that there was this very, very deliberate Machiavellian, brilliant but evil strategy they followed, which was an epidemic strategy, which was all about... understanding that they did not need to convince the majority of doctors to prescribe opioids to start an epidemic.

They only needed, in fact, they end up, the statistic I was, is at the core of this was, they ended up, we ended up with a situation at the end of OxyContin's life where 1% of American doctors were prescribing 50% of the OxyContin. Yes. And that's the whole game. They understood, we don't even have to worry about, we can basically ignore 99% of doctors. Our concern is with the 1%.

They only needed, in fact, they end up, the statistic I was, is at the core of this was, they ended up, we ended up with a situation at the end of OxyContin's life where 1% of American doctors were prescribing 50% of the OxyContin. Yes. And that's the whole game. They understood, we don't even have to worry about, we can basically ignore 99% of doctors. Our concern is with the 1%.

They only needed, in fact, they end up, the statistic I was, is at the core of this was, they ended up, we ended up with a situation at the end of OxyContin's life where 1% of American doctors were prescribing 50% of the OxyContin. Yes. And that's the whole game. They understood, we don't even have to worry about, we can basically ignore 99% of doctors. Our concern is with the 1%.

A couple thousand doctors in the whole country will be sufficient to get this thing rolling because those guys at the fringes will prescribe so many prescriptions of OxyContin, that's all we need. And so they take... A sales apparatus, which typically if you're a drug company, you build a sales apparatus to reach the broad middle of doctors.

A couple thousand doctors in the whole country will be sufficient to get this thing rolling because those guys at the fringes will prescribe so many prescriptions of OxyContin, that's all we need. And so they take... A sales apparatus, which typically if you're a drug company, you build a sales apparatus to reach the broad middle of doctors.