Justin Herald has the kind of entrepreneur story that can really capture kids’ attention. It is bold, unusual, funny and full of lessons about attitude, confidence, persistence and giving an idea a crack.
This story impressed our kids because it shows that success does not always come from perfect school results or following the expected path. Sometimes, the spark is attitude, action and the courage to try something different.
Justin Herald: A Story That Will Impress Your Kids
This story will impress your kids. It certainly impressed ours.
There is also a little lesson in it for them.
It demonstrates that it is not necessarily only what children learn at school that brings future success. Sometimes, attitude, initiative, confidence and the willingness to take action can become powerful ingredients in a person’s life.
That is why stories like this are useful when we are trying to raise entrepreneurial kids. They help children see that business is not just about money. It is also about ideas, people, problem-solving and courage.
The Entrepreneur X Factor Event
Last week my friend Gary and I attended an unusual business event in Fremantle called Entrepreneur X Factor. We really did not know what to expect.
On arriving, it was immediately apparent that there was tremendous energy in the room. People were friendly, engaging and full of ideas. Successful entrepreneurs Mike Handcock and Dave Rogers ran the show, along with multi-millionaire guest speakers.
People from the event:
Why the Event Was So Unusual
There were two parts to the event.
The first sessions were all about Quantum Business, which was definitely not your normal run-of-the-mill business focus. After lunch, there was an exciting competition where participants stood up in front of the audience and publicly presented their business idea or concept.
The audience judged the event. Budding entrepreneurs, seeking big business support, were scored on their one-minute presentations. The competition was similar to the TV show The Lion’s Den. Investors were in the room looking to partner with the winner and help them grow their idea.
It was exciting and a little tense. The winner was a guy called Dr Joe.
I could share more about the Entrepreneur X Factor competition and the insights around Quantum Business, but the main purpose of this post is to share a story that will impress your kids.
The First Impression of Justin Herald
So here goes.
There was this tattooed guy in the room dressed in a checked shirt and jeans. He had a goatee and shaven head, wore a black choker necklace and earrings, and described himself as a self-proclaimed bogan who loved hotted-up cars.
This unusual character was introduced as Justin Herald. I had heard the name before, but could not quite remember where I had heard it.
Justin was one of the guest speakers. He came to the front to share his experience and offer some valued advice to us all. He told us the story of how he built a multimillion-dollar business from literally nothing.
There were no airs or graces about Justin Herald. He was an everyday bloke who really did not care too much about what people thought of him. He spoke his mind, he had charisma, and he certainly had attitude.
How Justin Herald Started with an Attitude
Justin Herald’s dad was a church minister, and Justin grew up within a church community. It was in a church that his first business idea evolved.
During one particular church service, an elderly lady spoke to Justin and pointed out that he had an attitude problem and should mind his manners.
Justin did not take well to being told off about his attitude, especially at 25 years old. However, that moment ignited an idea.
At the time, Justin had only $1.25 in the bank and needed some cash to put his idea into action. So he asked his brother for $50. He then bought some cheap shirts, took them to a printer, and had “Attitude” slogans printed on them.
He enlisted the support of his brother and mates. Each of them put on one of the freshly printed shirts and attended the Sunday service, making sure they all stood in full view of the opinionated lady.
She was not happy when she saw the blatant prank Justin had pulled. The shirts had served their purpose very well, and Justin was delighted.
However, something unexpected happened after the service. A number of people took an interest in the “Attitude” shirts. In fact, some people asked if they could buy one from Justin.
That was the beginning of something much bigger.
The Attitude Brand Begins
Justin Herald thought it might be worth a few dollars, so he used the money from selling the first six shirts to his mates and organised for more shirts to be printed with “Attitude” slogans.
Word got out, and his little business began to emerge.
He decided to try selling his shirts at the Sydney Markets. He had never done this before and had no idea how it would go. So he asked one of his mates if he would lend a hand.
His mate said, “No.”
So Justin asked if he would lend a hand for one hundred bucks, and his mate said, “I’d love to help!”
They arrived at the markets and were allocated a table. Justin tipped his box of shirts onto the table all jumbled up. The shirts were a novelty, and people were interested.
Justin Herald Sold Out in Two Hours
To his complete surprise, Justin Herald sold out in the first two hours.
His excitement and business grew from there. He printed more and more shirts and was soon selling $10,000 worth of shirts every weekend at the markets.
Next, he tried retail stores. The owners moved him on because they had never heard of “Attitude” branded shirts. They also said their customers were not asking for “Attitude” shirts.
Justin had an idea. He asked his mates to call all the retail stores in the area and ask if they had “Attitude” shirts in stock.
He gave it a few weeks and then paid a visit to these same stores with a sample of his shirts. This time, they were pleased to see him and could not wait to get his shirts up on display.
“You wouldn’t believe the number of calls we’ve had with people inquiring about Attitude shirts.”
Justin’s response was simple:
“Oh really?!”
Business Lessons Kids Can Learn from Justin Herald
Justin Herald’s business continued to grow with the introduction of other lines of clothing. He received an invitation to be interviewed on The Morning Show, where he told his story.
He claimed that within thirty minutes of the interview, the phone rang hot with retail stores placing orders for his shirts.
Justin said he never needed to advertise his product because he was regularly being interviewed by television shows, business magazines and newspapers. He always made for a great story because he did not look like the regular businessman.
Justin Herald has a real sense of humour and loves to rib the people around him. He admits that he has plenty of attitude himself and believes that is why his brand worked.
He is also very easy to talk to and says that one of the secrets to a successful business is connecting with people.
That is a valuable lesson for children. Business is not just about selling a product. It is about understanding people, solving a problem, creating interest and building relationships. These same skills are often developed through simple family enterprise stories and real-world projects.
The Deal That Changed Everything
This chapter in Justin Herald’s story drew to an end when a very large company approached him to do a deal.
He was called to a board meeting. Justin rocked up in his jeans and checked shirt to confront a line of suited lawyers and business leaders. First came the formalities, and eventually they passed over the official offer for him to read.
Justin read the dollar number on the page in disbelief. He asked the lawyers if the comma was actually a comma or whether it was a dot.
They said it was a comma.
He then said, “Do I get a TV with that?”
They looked at one another and said, “Of course!”
So he took the deal, which he described as being worth hundreds of millions of dollars. He also took the TV from their wall. They wanted to get him a new one, but he said he did not want to muck around trying to rip up the box and packaging to fit it into his recycling bin.
From $1.25 to a Multimillion-Dollar Business
From having only $1.25 in his bank at the age of 25, Justin Herald grew his business in a relatively short time into a major brand.
Today, Justin Herald has had his fingers in different pies, including launching new brands and owning other successful businesses.
Justin Herald’s Four Business Lessons
Justin left us with four excellent “Aha!” moments.
- You need a switch. You need something that gives you the purpose, focus and drive required to start a business. His was the opinionated lady at church. Justin is very grateful for her.
- Say “Next!” Justin explained that you will face barriers, setbacks and naysayers as you try to move ahead with your business. He says “Next!” and moves on. Many people would fall back to their comfort zone and give up, but not Justin.
- Networking matters. He says business is about the way you relate to your customers. Word of mouth can bring you greater business.
- Give it a crack. This was his biggest tip. Stop waiting for everything to be perfect and take action.
After the presentation, Gary and I had the privilege of chatting to Justin Herald one-on-one. We found him to be a genuinely nice bloke.
He told us that his mates today are the same bunch of blokes he hung out with when he was twenty. He never made the grades at school, and his attitude had him in trouble many times during those years. However, it was also his attitude that helped make him what he is today.
Let’s hope that Justin Herald’s success story inspires your kids like it did mine. Children do not have to fit every expected credential to become successful. They need confidence, courage, persistence and the willingness to learn through real-world action.
You may also like our article on Green School Bali and its philosophy on education.
More About Justin Herald
Here is the blurb about Justin Herald from his website at the time this original article was written.
Justin Herald became one of the rising stars in the fields of business and personal development. At the age of 25, with only $50 to his name, Justin set about changing the course of his life. He created Attitude Inc, a clothing brand that became an international licensing success.
Justin’s success was widely recognised, and he was named International Entrepreneur of the Year in 2005. He also received the Future Leaders Award, recognising him as one of the influential leaders of the next generation in Australia.
He has had columns in magazines and newspapers in Australia and overseas, and he is also the author of multiple bestselling books.
Key takeaway: Justin Herald’s story is a powerful reminder for kids that success can begin with a simple idea, a bit of attitude and the courage to take action. It is not enough to just think about an idea. At some point, you have to give it a crack.
Where to Next?
If you enjoyed this entrepreneur story, you may also like:
- Raise Entrepreneurial Kids — ideas for helping children build initiative, confidence and real-world skills.
- Kids Business Ideas: Amber’s Kids Biz Program — a real family story about turning a $20 challenge into a kerb painting business.
- Honey Pot of Gold — Flynn’s real-life honey enterprise story.
- Mindset, Confidence & Leadership — articles about helping kids grow through courage and action.
- Family Enterprise Stories — real examples of children learning through business and initiative.