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 not make me extremely 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.