Tobacco control has made progress in prevention and cessation, but deaths will not decline rapidly without massive behavioral change. Currently, inhaled smoke from tobacco combustion is primarily responsible for prematurely killing 7.2 million people worldwide and 530,000 in the United States each year. A variety of noncombustible nicotine products (NNCPs) have emerged that have disrupted the market. Saving lives faster will require societal acceptance of finding a “sweet spot” within a three-dimensional framework in which NNCPs are simultaneously: 1. less toxic, 2. attractive (able to reach smokers on a large scale), and 3. satisfying (with adequate nicotine delivery) to displace smoking.
