Just imagine if you were a cigarette product manager. 

You are  responsible for a product that is both addictive and reviled. You’ve  been doing quite well for yourself for a very long time; however, now things are starting to change.  Young people seem to getting the message and are less likely to start  to use your products. At the same time, a new type of smoking product, vaping, has shown up and seems to be doing very well. 

What is a product  manager to do?