Justin Herald

Justin Herald is an Australian entrepreneur, international keynote speaker, and bestselling author whose insights are drawn not from theory but from 30 years of building businesses in the real world.

At age 25, with just AUD$50, he founded Attitude Inc, a global lifestyle brand that grew into a licensing operation across 55 countries, generating over $37 million in annual turnover. He was later named International Entrepreneur of the Year and recognised as one of Australia's 50 most influential future leaders.

Service Rebellion: The Wolf Pack Standard is his ninth book. His previous eight titles were published through Allen & Unwin, one of Australia's most respected traditional publishers. Four of those titles achieved significant international translation success, with editions published in China, Indonesia, India, Brazil, and Russia, demonstrating proven cross-cultural appeal across diverse global markets.

Today, Justin delivers over 100 events annually, speaking to more than 80,000 business owners, leaders, and employees across conferences, corporate events, industry associations, and leadership summits throughout Australia and internationally. His presentations are known for combining directness, commercial insight, and practical implementation that audiences can apply immediately.

Service Rebellion addresses a challenge facing organisations in every country and every industry: the gradual behavioural drift that causes businesses to lose customer trust, loyalty, and advocacy without ever knowing why. Built around a universal framework called the Wolf Pack Standard, the book gives leaders a clear, replicable system for embedding consistent customer experience standards that hold under pressure, when things are busy, messy, and when nobody senior is in the room.

Since launch, the book has reached number 10 in Leadership Training and number 12 in Customer Re