I think it is completely immoral for a shop to trade in the middle of a community, to take money and make profits from that community and then ignore the existence of that community, its needs and problems.
I don't want our success to be measured only by financial yardsticks, or by our distribution or number of shops. What I want to be celebrated for - and it's going to be tough in a business environment - is how good we are to our employees and how we benefit our community. It's a different bottom line.
If you've got a partner that's supportive and you're doing something you enjoy it doesn't ever become a job or a burden. Its about community, new friendships, support mechanism.
Look at the Quakers - they were excellent business people that never lied, never stole; they cared for their employees and the community which gave them the wealth. They never took more money out than they put back in.