Justin Herald

Maverick Entrepreneur

In 1995 with only $50 in his pocket, Justin Herald decided to start his own business. He had enough money to buy 4 blank t-shirts and have them printed with his logo. At last count, his company "Attitude" had sold over 150,000 units! 

In 1995, all Justin had to start his business was $50 and an attitude. With clever marketing campaigns and a strong desire to make something of his life, Justin set out to turn his $50 into a multi-million dollar empire in just 6 years.

Attitude Gear® was the brand and quirky and smart quotes were the key.   Justin began printing t-shirts with slogans such as ‘It’s all about luck..Just ask any loser’, “Winners make it happen. Losers let it happen”, "If you think you can't, you won't" "It's not whether you get knocked down, it's whether you get back up" · "I don't care how good you are... I'm better"  and then licensed a wide range of products that sold in over 3,500 stores throughout Australia and overseas and turned over $20m a year.

Justin’s success was so well noted that he was named the “International Entrepreneur of the Year" for 2005 and in 2014 
was awarded the Future Leaders Award, which recognises him as being one of the 50 most influential leaders of the next generation in Australia.
He also is the author of 8 international bestselling books. He also personally mentors over 100 business owners each year.
Justin pays his own airfares to New Zealand for any corporate speaking engagements.


Lessons from a fish - The Attitude Story…how Justin’s business Attitude Gear went from $50 to a multi-million dollar empire in just 6 years.

Customer Culture – The M.E Factor - This is one of Justin’s most popular presentations. Justin takes the audience on a ride where they see what the customer is actually after instead of what they have been getting.

How to grow your business without spending a single cent - This encapsulates the success of the Attitude Gear business. It includes:

  • how to attract media attention for free
  • how to use your customers as sales people
  • the difference between male and female customers
  • the 3 most important elements of a successful business
  • expenses…how to cut them!
  • strategic partnerships

and lots more…

Psychology of Success - Let Justin teach you the psychology of success and open your mind to think outside the square.

The secrets to branding your business - Learn about the mistakes most businesses make when branding their business, learn how to capitalise on your branding more and find out what your brand actually tells people?

The secrets to effective marketing - Learn about the mistakes most businesses make when marketing their business. “Product vs. perception.” What is it and how do you make it work for your business. Is your marketing actually having any effect?

The secrets to greater sales - Learn about the 4 ways to anticipate an objection and learn the 4 ways to turn a “no” into a ‘yes”.

The secrets to great customer service - Understand the keys to great customer service and learn the 5 steps to winning back customers who have strayed!

The secrets to amazing business growth - Learn the 8 questions you need to ask yourself BEFORE you decide you need to expand your business, the strategies in growing your business through “up selling” and how to attract new customers.

The secrets to powerful leadership - The differences between managing and leading a business or staff

  • Progress VS perfection
  • The 4 traits of a leader
  • There are only two styles of leadership. What are they?

The 5 Senses of an Entrepreneur - Are entrepreneurs born or are they made?  Justin has his own opinion here, but what you will learn in this presentation is how to operate like an entrepreneur and what makes entrepreneurs different to normal business operators. Why not learn from the International Entrepreneur of the year 2004/05.

The 4 aspects of focus - What we focus on is all that we will see. Justin takes you on a journey of the 4 aspects to focus and how they all play a part in getting you to where you want to go and also why you haven’t got there yet.

Taking back control (Personal empowerment series) - For many people they are just surviving. What we all need is a level of control within our search for success.  Covering areas such as:

  • Why we lose control
  • Taking your life to the next level
  • The power of your mind

Justin will teach you life long principals that will revolutionise your life.

Taking your business to the next level - We all want our businesses to do better. But what do we need to address?
This presentation highlights the areas that will transform your workers to make them better people which in turn will make them better workers

The organic principals of business growth - Justin uses the analogy of the life of a plant from its start as a seed to show you how your business can and will grow if you take the necessary steps

Understanding Passion - Do you truly understand how passion can help you achieve your business and personal goals? Let Justin help you ignite your passion and to use it to your advantage.

The three A’s of Opportunity - Have you ever thought that you or your business might be missing out on valuable and profitable opportunities?

The 6 keys of success - Do you know what the 6 keys to success are? Let Justin fill you in on some important keys to making your life and your profession a huge success.


“I want to thank you for the being an awesome guest speaker. Our 250 restaurant managers that attended the presentation were extremely complimentary of you, your personality, knowledge around business and the current customer environment. You were the best guest speaker I have ever experienced... I have been with McDonald's for over 17 years and seen A LOT of them. I must say that you related your experience with customers and their expectations seamlessly to how we want to market our brand. Thank you for your energy, passion for customer engagement and being a "call it like it is" type of person. Your personal brand is refreshing and will definitely continue to bring you well deserved success in the future.  Jamela Arja, McDonald's Australia Ltd

Thank you for presenting at our national conference, Your talk was inspirational and has motivated many of our franchisees to take more action than any other conference in the past.  Some of our franchisees commented that they want you back at EVERY conference.  Thank you again Justin and feel free to use us as reference to anyone looking to have you speak for them.  Mark Welham, Aussie Pooch Mobile / The Pooch Mobile

Justin Herald’s address to our Year 12 leavers was voted to be the best speech ever delivered to a Year 12 end-of-year service in over 20 years.He engaged the whole auditorium, and was inspiring, very funny, and surprisingly honest. He spoke to 18-year-olds and 80-year-olds alike.  He delivered the only secret piece of information he said our Year 12s needed to know to succeed out there in the big wide world.  The secret was, to have the courage to be themselves, because that was the only secret to success they needed to know.  I would recommend Justin as a speaker to any group or organisation.  Jane Austin, Director of Community Relations, Central Coast Grammar School

“On behalf of Mercedes Car Group and the Dealer network, thank you for your inspiring words at our Motor Show Breakfast.  I have fielded so many call from the Dealer network stating how motivating your speech was and also your ability to connect with each and every one of us.  W John Vasilj, NSW General Manager , Mercedes Car Group

” On behalf of the board and the delegates I would like to thank you for your time and support in speaking at the Aboriginal Indigenous Tourism Conference.  We were extremely delighted with your session which was nothing short of an outstanding success.  Your time and energy provided delegates fundamental information relevant to their business operations.  Maria Morgan, Chairperson, WAITOC Tourism Western Australia

“The facts speak for themselves. Ninety seven percent of the audience who provided feedback rated you either ‘very good’ or ‘outstanding’. Quotes such as, ‘ excellent, a true inspiration”, ‘the best speaker I have ever heard”, ‘the best start to any day’ really made our event.  Thank you so much for being an inspiration and leaving our audience with a load of take home value.”  Cr Peter Houston Redcliffe City Council

” Just a short note to thank you for your highly motivating presentation at our Annual General Meeting this year. The feedback from our Members was extremely positive and put everyone in a great frame of mind for the remainder of what we believe to have been a highly successful Seminar weekend.”  Philip Scarff, Managing Director, Retravision

“Thank you for such a significant contribution at the Roche Conference. Your ability to read the audience meant that you pitched your communications appropriately. You said it as you see it which made the audience sit up and take notice. The feedback we have received so far has been fantastic. In fact from the moment we met you at the brief until the end of the conference, your professionalism and energy were well noted.  We would be more than happy to recommend you to any organisation who is seeking an impactful, thought provoking and meaningful speaker.  Judith Love, Marketing Manager, Roche

“Justin Herald’s ability to connect with people at all stages of life and from all walks of life is exceptional. I have never seen our management group so unanimous about anything before. They all loved it!”  Vince Abelardo, General Manager Operations, Vision Group Australia

This letter is to recommend Justin Herald and his presentation to any business owner or business group.  His effective and “down-to-earth” way of communicating with attendees places things in a light that they know, but just need someone to tell them that they can do it, and here’s how. Justin is not just offering possible ways, but proven ways and methods by all that he knew, and how what we know can also be used to assert ourselves in business, or find the area we need to be in.  We are looking forward to being in a position to have Justin back, to work through some of his other ways, besides his introduction and “tap” into his knowledge. The feedback I have had since the event 5 days ago, has been overwhelming, and extremely positive, including people wanting to get more information on him, and his products.  Justin has the “it” factor. I can personally and professionally recommend Justin and what he stands for, for any function, and as a great way to get the best out of your staff.  Sharon L. Stone, Chamber Manager , Hawkesbury City Chamber of Commerce Inc.

Justin is an inspirational individual who is an example to our apprentices. He has achieved incredible goals that he has set for himself. His knowledge to educate our apprentices in life skills, values and motivational skills to drive and focus on a higher level for personal and work life.  Justin has a unique ability of pitching his message to his audience and therefore achieving the most effective outcome.  Justin’s message certainly made an impact on our young audience and I would highly recommend him as a speaker at any function.  Philip Candler, Managing Director Operations , Riviera

“I have seen many speakers all over the world… A few weeks ago I saw an advertisement for a seminar you were going to speak at in Perth. So I decided to go to see what the fuss was about, expecting to see another Anthony Robbins wannabe.  I have to say you blew me away.. you blew them (the world’s top speakers) out of the water. Your frankness, openness and honesty really hit home… you are by far one of the best speakers this planet has to offer.

It’s my opinion that anyone who wants to succeed in life needs to hear you speak.

Forget Anthony Robbins,
Forget Brian Tracey,
Look out Dr Phil,
Here comes Justin Herald!

You have given me the extra drive I was searching for.”  Kelly Staple, CEO, ITN Group

“Justin is the best speaker we have ever had for any of our conferences. His content, delivery style and messages rang plenty of bells and enabled us to end the conference on a high note. Thank you for making it such a success”.  Alex Stevens, CEO, PepsiCo