Yesterday something happened

Yesterday something happened, that made me windswept and pensive, as you can see.

I was sitting at a desk in a space and I felt it.

An edginess. An unsureness. Hints of desperation. I found myself staring at the screen before me, clicking on tabs, mind spinning. I felt disconnected. I felt small.

It didn’t help that I was a bit hungover after the dinner party the night before. Which was excellent, by the way. I love to cook. The Fitzroy apartment I live in has a kitchen that is good to cook in. The apartment is basically a kitchen with a couple of beds.

See that? Distraction. Sorry, I don’t want to waste your time, or, I guess, lose your interest.

I felt alone. And overwhelmed.

By this new venture I was starting.

That’s exciting, huh? After twelve years, building what would become Vinomofo into a hundred million dollar global wine company, team of a hundred…

A new adventure.

For five years, I’ve been standing on stages talking openly to strangers about the failures that marked my path to Vinomofo’s “success”, inferring hopefully with some humility a story of resilience, and this balanced dance on the knife’s edge between stubborn self-belief and brutal self-awareness…

And yet I found myself, once again, inert with – let’s just call it what it is – fear.

A cliff, ominous, four months away, when the money I have will run out. I was feeling the weight of the family who depend on me.

What if this idea isn’t bright enough? Isn’t important? What if no one cares? Or worse for me – will I find myself compromising to generate revenue? Will I become ordinary?

It’s just me.

I’m being a bit cryptic, I’m sorry, but I really want to try to let you into my head. I want you to be able to feel what I was feeling.

I’m André. Until this company I co-founded and was CEO of, Vinomofo, I’d pretty much failed at every business I’d started. And a few careers as well.

I’d built this thing, not alone, that didn’t fail, that was of my heart, and defined me, more perhaps than a business should, and now I’ve left it, not in a blazing moment of clarity and certainty, and not entirely of my own volition, but that’s a story for another time.

And I’m creating something new. Something that in concept is inspiring to me. Deeply connected with my own purpose. My own beliefs and values.

And I find myself afraid.


You might think that because I’d already built something “successful”, had learned so much, had built a good reputation as a founder, and perhaps even a thought leader (cringe) or at least a thought contributor on brand and tribes and culture… that I shouldn’t be feeling this way.

I was a little surprised, too, let me tell you. It’s a fucking awful feeling.

Of course I’ve felt this feeling before. And my normal André response is to go into myself, find a spark of inner strength and belief, build up a bit of a wall around the fear, and step in.

But yesterday I made a decision, and today I’m acting on it.

I decided, simply, to share.

Not just how I felt yesterday, but the founding of my new venture. All of it. My decisions, my feelings, the things I learn, the mistakes I make, the person I am, and this thing I’m building, as it takes shape.

Share the whole fucking adventure, openly, as it happens.

Why am I doing this? It’s not a content strategy, though of course I’m not oblivious to the fact that it will also be that.

I’m doing this because of how I felt yesterday.

Because I want to hold myself accountable – to working hard, to staying true. So I can be uncompromising. Nowhere to hide.

I want to force myself to connect, to collaborate. I’m sitting here, remembering how lonely and overwhelming it can be starting something, on your own. And just thinking about sharing it all – I suddenly don’t feel alone. Nor overwhelmed.

How extraordinary.

I feel that it will also force me to be humble. To be okay to show that I don’t know everything. That I’m making it up as I go. My learnings are the sum of my own experiences, but also – this is new. Every person I speak with about this is giving me ideas. Teaching me. I want to acknowledge that, and thank them.

I’m nervous about the fact that I’m going to be pitching myself as someone with expertise, and if I reveal that I don’t have all the answers, where then is my value? I guess I have to trust that it’s in my ability to use my brain and my heart to apply everything I learn and believe.

Also come on – I doubt I’m the only person to feel pressure to project knowledge and self-confidence and self-belief.

I’m going to let that go.

I want to go all in. Arms wide, and trust that being HUMAN about it will be right. Maybe it will resonate with someone watching or reading this. Maybe it will give them permission to be flawed, to have doubts.

I think unless I do this with absolute transparency, vulnerability, humility and humanity, then it’ll be boring and self-indulgent.

I want to share the fears, the ideas, the fumblings and the moments of joy and (hopefully) triumph, as they happen, as I build this.


Okay, now suddenly I feel a bit silly. A bit melodramatic. Why would anybody care? Am I just being a wanker?

Ha – there’s that voice again. Hush, voice. This is either right, and important, or it’s not, but I’m going to do it anyway.

So, here we go:

“On Monday 6th August, 2018, as I walked out the door of the board meeting that ended my life as CEO of Vinomofo, I had an idea…”


30 thoughts on “Yesterday something happened”

  1. Wow Andre. You are such an engaging writer, and I am excited to get to jump on board for this journey. It feels exciting to be in on it, so thank you for sharing.

    But seriously….. to be continued? That’s just mean 😉

    When are you adding Part 2? 🙂

    1. Im think you’re incredible and so brave to be so open on your journey into areas of your life despite yours successes but embracing your failures. Would love to know what motivated you to disconnect from your biggest venture and success.

      1. andreeikmeier

        Thank you Dave. I think I just needed to do something to help change the world, as clichéd as that sounds. I needed to be getting up each day doing something meaningful.

  2. Best thing I’ve read in a long time. Humanising work or what you are doing is so simple yet profound. Happy to help in any way I can
    Cheers Josh Tanchel

  3. Wish you all the best Andre. You have been such an inspiring person to know and work with over the years . I know this new venture of your will shine!

    1. Hi Gerald – cheers to you. Genuinely curious – why do you think I “walked”? What was it that you have experienced?

      1. Hey , you know what it was why elborate on it here to much but as ya asked I think we see a path think about it enough before standing it up spsndd all those nights terrified and finally arrive at a point where not foing it would be stupid , Getting help to maintain it addressing the furosity of demand means that initial talk or feeling should never be lost as its what brings a great group together , if at a point its put us under pressure you stand alone again only to find out those who came along for the ride are now your biggest concern . I felt it often became a bloody animal
        then looked at myslef wondering what I had become and decided as it had drained every part of of creativity out of me what use was I to any one ? The mainstream shit we hated had become a part of what Must drive profitabilty amd it it all something was lost ? Hey its nice a ride where your seen adored by thousands quickly but as we know as fast as they arrive as fast they forget about you for a while And yep we find ourself in that uncomfotable place where that spark or genuius starts again only to face it again a liitle smarter and wiser to retain that right to be intelegently different and of course making mainstream try understand what it was really about , 2 mates is a shed saying Fuck it lets go for it lest try place some wine for the poor barstards struggliong and make a few bucks But lets also educate and have some fun doing it , That energy is incredible ehhh ! and as I found out what every one wants a easy piece of , Go for it Andre if your ready have that spark again you dont need to justify anythin stand for what you beleive in like me It may not be easy for others to understand But if given a chance between profits and decency towards a enviorment and others ? Ill dream on and find a way to be decent and enjoy the time , Sound like ya getting fired up as I say Its history in a box in ya mind on a shelf , go grab it once and while and remember your great friends and find more to help in life Cheers Ged

    1. Haha! Good on you Rod, I do like your candour, and your wit. And no, you can’t have them back, let that be a lesson to you!

  4. Sad to read you have left the ‘Fo, it always felt like you drove the fantastic social conscience that was evident throughout the company. Good luck with the next venture. I wait for the next instalment with interest.

  5. Pingback: What the hell has been happening? – Cult Tribal

  6. I wish you well Andre. We have similar stories and similar feelings! At the end of day if this is why you are put in the planet, you know everything will work out. Bumpy ride and all….!

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