In 2016, Philip Morris International announced a bold new mission: to deliver a “smoke-free future.” Its U.S. division—Philip Morris U.S.—is now leading that charge with a portfolio of smoke-free products, including the widely known nicotine pouch brand ZYN. Yet globally, Philip Morris International continues to sell cigarettes, fueling the very addiction it says it aims to eliminate. In this episode, Ruth Umoh sits down with Seth Kaufman, chief commercial officer of Philip Morris U.S., to discuss what success looks like for a company trying to move consumers away from cigarettes, the ethical tensions embedded in its business model, and whether a truly smoke-free future is possible.