Justin Herald... A man with an Attitude

All throughout the life of Justin Herald, the son of bible college principal Ivan and Pauline Herald, he was told that he had an “attitude problem”.

Justin did not do well at school and in fact he was a high-school dropout. He worked at K-mart where he later became a manager, and even went as far as trying religion. At church one day a fellow parishioner, told him, once again that he had an “attitude problem”. Instead of letting this get him down, it in fact spurred him on. What he found in 1990 though was that his attitude problem prompted him to make a monumental change in his life. One that would change his life forever.

At the age of 25 years, and very little money to his name, he decided it was time for a transf

ormation and he then decided that he wanted to create his own destiny. In totally he realized that he only had $50 dollars to start his new venture. This did not hold him back and with no experience or research he took a leap of faith. And boy, did it pay off.

Justin had decided that he was tired of how brand names dictated on their clothing ranges. They designed it for a certain kind of individual at astronomical prices This prompted him to create a label that was not specific to anyone in particular and of utmost importance was that it had to be affordable to the people.

He went off with his $50 dollars and he bought four plain t-shirts. He then had them printed with quirky and clever slogans. Rumor has it that the printer did the run for nothing as long as he got all the future business. The printer could see that this would take off. Justin was set.

The following Sunday, Justin and his friends were in the front row at the church service, wearing their branded t-shirts. Not only did the fellow parishioner who inspired him see them, but to his own surprise he received loads of orders from fellow church goers.

Justin’s venture had paid off and everyone seemed to love the “attitude” t-shirts. He did not stop there, but went out and bought eight t-shirts and did the same. Eight t-shirts became 16, 16 became 32, and so it went.

‘It’s all about luck……Just ask any loser’

It didn’t take long before the Australian media discovered Justin Herald, and his amazing success story. They found the bald and confident Justin to not only be unpredictable but completely unconventional at the same time. His label “Attitude Inc” stood for personal freedom and individuality. His slogans were sure to capture the same thought. The media and people could not get enough of it.

Not only did Justin do t-shirts, he also went into branding for skateboards, women and children’s clothing and sports apparel.

"I don't have an attitude problem, you have a perception problem"

Attitude Inc was born and with his “Attitude problem” he has not only made a name for himself in Australia, but also in New Zealand and soon to be in the United States. The ‘Attitude’ brand currently sells in over 2000 stores throughout Australia.

Justin herald went from a $50 worth in 1990, to a business turnover of $25M in 2002. He has thoroughly accomplished his objective to start his own individually recognized business. He not only gives back to the community by doing charity work, he was also identified as an ambassador for “Teen Challenge” in 2003.

Year after year, things just seemed to be getting better and better for Justin Herald. During 2004 and 2005 he was named the International Entrepreneur of the Year. One year later in 2006 Justin was nominated for the Davos Future Leadership Award.

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Justin is married to Vanessa who is a full-time homemaker. They have two children, Jade who is 16 and Brook who is 6 years old. One of Justin’s best friends is a crane driver, who helps him to stay grounded.

In April 2003, Justin released his first book called “Would you like attitude with that?” He talks about how he made his millions in five years, but that overnight success is not always an easy road. He goes back to expectations, saying when he started it was not about the money. He had fun and along the way started to make money.

Justin admits that he was quite lucky in how things turned out. Owning a nice car was a nice bonus at the end. He will have to decide what to buy next.

He went on to write another book called “So what are you waiting for?”, which was released in May 2004. Thereafter he continued to write six more best selling books. The title of his books are : “So you have a great idea for a business” (2008); “Get Motivated” (2007); Prosperity on Purpose, It’s not just about the money” (2006); “How to grow your business without spending a single cent” (2006); “It’s all a matter of attitude” (2004); “What are you waiting for?” (2004);

One of his latest books is called “Forget the elephants, watch out for fleas” which was released in 2009. Justin writes about how many of our problems start out as “fleas”. They are small and irritating, but when we don’t give them the needed attention, they simply grow into elephants. He goes on to explain how to deal with the smaller issues before they become big problems and completely out of control.

Not only does Justin write books but he is also featured in a number of magazines, where he has his own column.

"When I want your opinion, I'll give it to you"

Justin also has audio cd’s available, namely ”How to turn your idea into your own personal goldmine!”. This is a 11-week home study course. Another audio cd he has produced helps a person to get out of their comfort zone. It is called “Personal Peak Performance” which comes in a 4 CD Set. These can all be bought online on his home page.

Justin Herald the self-made millionaire, went from t-shirt making to motivational speaker. His success with Attitude Gear ® has allowed him to retire and follow another of his passionate live goals. Just has always wanted to help other people achieve their business and personal goals.

Justin now speaks at over 80 conferences during the year. He speaks in front of over 150,000 people each year, and is regarded as one of Australia’s most sought-after motivational speakers. His presentations are not without loads of energy and everyday information to ensure his audience feel challenged and inspired when going home.

Justin is known to be a highly appraised public speaker and he is often found working with small and big companies. He has fortnightly mentoring sessions where he works through the personal and business goals with the individual. Justin helps people to look for new opportunities and utilize their current direction in a more positive way.

He is very understanding that when someone is trying to grow their own business, it can be difficult and frustrating at times. Justin simply wants to help people to reach their own potential by utilizing their own abilities and a little help from him. He does admit though that he is very selective in who he chooses to work with. Commitment and internal drive are key to making a success and getting a business to the next level. If those are lacking he will not get involved but rather move on to someone who is determined to make a go of things.

Justin has launched an Entrepreneurs Mentor Club, where a few businesses meet together twice a month. They get together to talk about areas within their business that need to be refined and help the business to grow.

Justin has another venture that he has got involved with and it is a website called ReferUs. They help growing businesses to expand by magnifying word of mouth referrals. Justin has completely turned his passion for helping other people achieve their business and personal goals into a multi-million dollar industry.

Justin has always liked to help other people set up their stores and in turn sell his branded clothing. He commented that he does not take the franchise fees, but enjoys the idea of expanding into Canada and Europe. The “attitude” behind the brand is what creates positive sarcasm. Justin stays away from just being down right rude, but tries to capture the Australian irony and humor.

Justin has worked closely with well-known major organizations such as IP Australia, Pepsi, Optus, the Mercedes Benz group and Phillips. There surely will be many more in future days.

Justin uses his presentations to not hold back from talking to leaders or staff about achieving their own personal potential. His motivational talks follow a range of topics, starting with his own business success story. He also speaks about building business relationships and leadership, customer service, marketing and business branding success.

By nature, Justin is known for being direct and to the point. This is not necessarily a bad thing. His father did encourage him to challenge common religious beliefs. There were times when he might have felt that authority was purposely not informing the public or themselves being hypocritical. When he came across instances like this he would openly rebel against them. He felt that the church was there to guide people and not to dictate to the masses.

One of Justin’s sobering attitudes is that he believes one is not successful until you have helped other people reach their own personal goals. He feels strongly that his goal in life is help other people through his own successes to reach theirs. With his self-sacrificing attitude and determination, there is no doubt that Justin will continue to make strides in all his business avenues.

At one point in time, he recalled a teacher who called him the class clown. The teacher commented that he was disruptive and would not amount to anything. Years went by and he went to the store one day and bumped into the same teacher. The teacher then speculated that the bald head Justin had not amounted to anything. His presumption could not have been further from the truth. Even so, Justin decided not to correct the teacher, but just smiled and walked away.

In reflection, the most humorous part was that the teacher in fact was wearing one of Justin’s “attitude” t-shirts.

He has also developed a “Silent Partner Program”. Justin will meet with the business partner once a week for two months to help motivate and get things moving in the right direction. There is more, Justin will also have a 90-minute one-on-one discussion on the phone to address areas of need. There is more, there is unlimited email access within the two month period.

There is no doubt that Justin Herald loves what he does. He hasn’t just done it, he continuously keeps doing it each and every day. He believes that people could potentially spend too much time on their 10-year plans. People should look at what they are doing now, grab every opportunity that we come across.

He has not lost his “attitude problem” that started his journey. Justin continues to keep it real, thinking that success is not because of the money that you have. Rather it’s the bonus for doing what you love. Ethics and integrity are high on the list of character traits that are important to him.

Justin remains witty and entertaining and never holds back from sharing his story with anyone that is willing to listen. He does not hold back from motivating wherever he goes.

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