The gift of life is the greatest gift one human being can give to another.  It’s an honor and it is something that leaders do by second nature.

Bottom line: There are still 134 AED’s that could be in a wine company on a wall, as well as having that all important fire extinguisher… Right there for emergencies. Easy to put a fire out; also, easy to bring back a human being’s life. Please don’t run away.. Please think about it. I had to help someone once, and I’ve never forgotten the adrenaline, the clarity of what to do, and just doing what I had to to save someones else’s life.

Ron Rubin began a program called TRAINED FOR SAVING LIVES, because he intimately knows the value of an AED. Ron’s life was saved by his son Todd Rubin, who called 9121, when he father had a heart attack. So, what does someone with a big heart do? Ask Ron about it, he’ll tell you. Or this… If you’re a winery decision maker who values your staff and guests, please consider this program. To receive your ***FREE AED*** (Value $1,700): call or email Ron Rubin at 314.726.9630, or

Sustainability of Human Lives Badge

Perhaps there should also be a badge for having an AED, for the Sustainability of Human Lives, like there are for their vineyards and wineries. Hey, we grow up with badges of honor. I handed out badges to so many Girl Scouts. Not only did I have my troops, but I also ran a day camp with 250 kids. That summer badge at camp was so valuable. Wine companies love to tote their sustainability achievements. I’m going to think on this one.

It’s an animal; instinct to save others. From National Institutes of Health, stating that bystanders are always willing to help someone with a heart attack. It’s a natural reaction when someone needs help, for someone to just jump in. What a joyous day it will be for a family and the people at your winery, who will all heave a great sigh of relief.

So, Let’s Talk About The Elephant in The Room

Cardiac arrest is when a person’s heart suddenly stops beating. Unless treated within minutes, the person usually dies because blood is no longer being pumped to the brain and other parts of the body.

Quickly shocking the heart with an automated external defibrillator (AED) can save a person’s life after cardiac arrest. An AED is a portable, battery-operated device that a bystander can use. It checks the heart rhythm and can send an electric shock to the heart to try to restore a normal rhythm. AEDs are in public places like office buildings, schools, and shopping malls. Experts estimate that each year more than 18,000 Americans have a shockable cardiac arrest outside of a hospital that occurs in public with witnesses.

Why Get Involved? (Do I even have to explain this one?)

When I read, “I’m sorry, my growers and producers are too busy for me to tell them about about a free Automated External Defibrillators (AED),” My heart sank. This coming from a group’s manager in the Sierras. I’ve worked in the Sierras, and know the Fire Departments have mostly volunteers, who must be first found and then called. I’m also wondering how her people would feel, if they knew they, they could also have had a free AED.

Here’s the scary thing, if someone’s heart stops beating, in approximately 10 minutes, this person will be gone. If you keep trying to save someone after this point, you have to consider possible brain damage. From Very Well Health:”How Long Does Brain Activity Last After Cardiac Arrest?

“Cardiac arrest is a catastrophic event in which the heart stops beating. This means the body is deprived of the oxygen it needs to survive. The American Heart Association reports that more than 356,000 out-of-hospital cardiac arrests occur in the United States each year. Nearly 90% of them are fatal. Beyond the high risk of death, one major concern is the impact of prolonged oxygen deprivation on the brain and the damage that can occur within three minutes of the heart stopping.”

Of the 450 AED’s that Ron Rubin purchased, to give someone else the gift of revived life, there are still 134 FREE AED’s waiting to be placed, ANYWHERE in a California winery. There are 4,200 wineries in California… and, only 316 have been placed.. I’m certain that there are other wine companies, but still… 4,200 wineries and only 316 placed so far. Shaking my head…

You know what’s bizarre? If it’s someone not in the wine business, they are so ready to have a FREE AED. And, I have to deliver the sad news to them of “not this time.” Anyone already in the business of saving lives is all over this one. Unfortunately, the audience for having this incredible gift by Ron Rubin, of Ron Rubin Winery, is not in the business of saving lives, so it takes a lot of convincing, and it might even be a bit uncomfortable. They’ve got wine on their brains 24/7/365.Talking about an AED is not on their agenda. But… proving they’re sustainable for human beings is the important item. The breakthrough… While some may yet have evolved into sustaining lives, we’re happy to say that of the 450 AED’s, some 316 wine companies are now Heart Smart. The latest winery to come on board is Progeny Winery in Napa, California, this morning while I write this. I’m jumping for joy!

Those Who Have Helped Immensely

People really instrumental in spreading the word are worth mentioning, because they understand the immense value of Ron’s self motivated TRAINED FOR SAVING LIVES.: Michael Haney of Sonoma County VintnersBeth Costa of Wine Roads, and Jesse Ramer of Napa Valley Vintners continue to help with alerting people to the very special gift Ron Rubin has made available. You can’t see their wings, but they have them. The trick is getting a director of a wine group to send a message to their membership, who believes in generous opportunity, and send a message to their membership which tugs at their heart string…. I’ve had a few members of PS I Love You get their wings. It’s been exciting to see them take advantage of the free opportunity to take the lives of those around them as seriously as they do their businesses. It’s not that business people don’t care, it’s just that they haven’t yet thought it through… People must also be sustainable, along with their vines and wines.

My guys at PS I Love You within the list of who’s in…