By Jill Fraser

Justin Herald's rags-to-riches journey is an inspiring journey that reminds us what's possible in life - as long as we have a goal and confidence in ourselves to fulfil our dream.

The journey began in the mid 1990s. Herald was 25 years old, he had lost his job and with only a borrowed $50 note to his name was wondering, what next?

He had always been a kid with tons of attitude and not much else – or so people thought - and teachers and friends had pretty much written him off.

Tired of being told he had an attitude problem he decided to spend his $50 on four t-shirts on which he printed the slogan "In the end it's all a matter of Attitude". He sold them to his mates for $20 each, repeated the process several times and ended up with enough t-shirts to sell to a retail outlet.

He formed Attitude Inc and soon his Attitude Gear (clothing and accessories) was selling like hotcakes around the country proclaiming slogans such as "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" and my favourite, "I don't care how good you are….I'm better".

Attitude Gear was sold in over 3,500 stores throughout Australia as well as overseas, and was globally licensed to hundreds of products ranging from Philips stereos to boxer shorts.

"To be totally honest I am probably the most surprised person on the planet that it actually worked," Herald says declaring that his entrepreneurial skills are innate not learned and that schools are "overrated" because they stultify freedom of expression.

He attributes his success to a strong work ethic, good marketing campaigns, a determination to take control of his life and the refusal to ever believe that he is successful despite bank statements that state the contrary.

Insisting that money has never been his motivation he confesses that he finds it hilarious that he keeps getting asked to speak at wealth creation seminars that charge $15000 to $20000 a head for participants who are all money driven.