[15] Goerlitz began modelling at the age of 29 and after a callback in 1980 was employed by R.J. Reynold's Tobacco Company as the "Winston Man".
[2][3] The book recounts how and why Goerlitz began his 23 year long three and a half pack a day addiction to tobacco.
In addition he gives the reader a behind the scenes look at how his ads for the tobacco industry were made and reviews his award-winning educational program for young people.
He has been publicly advocating for tobacco harm reduction through the use of vaping[10] products in media since 2007,[12] giving interviews on a number of online platforms.
In 2016 Goerlitz was featured in the award-winning[21] documentary film A Billion Lives directed and narrated by Aaron Biebert and distributed by the production company Attention Era Media.