It's a concept that challenges many people. So much so that when I'm asked what I do for a living, I usually just say, "I sell wine."
Adding the bit about giving away half my profits seems to make some people very uncomfortable. I can see them desperately searching for the catch, except there isn't one. The simple fact is that this business is not going to make me rich. But that's not why I started it in the first place.
By now some of you may be familiar with my Black Saturday story. It was a difficult time, and while I have been a volunteer for most of my adult life (I'm currently a volunteer firefighter in my little town) I had never experienced what it was like to be on the receiving end of help. It turns out that help is really hard to ask for, but when I finally worked up the courage, it was there in spadefulls.
It was like opening a floodgate. It came from friends and strangers, clubs and businesses, big and small aid organisations and of course all of those coins people put into tins around the country. A lot of people donated a lot of coins, and so it was people like you who gave me the chance to start again. But more importantly you gave me a profound insight into human goodwill. And it was intoxicating.