James Parnwell

James Parnwell

“It’s About Going the Extra Mile!”

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Cast your mind back to the 90s, and you might remember seeing t-shirts and bumper stickers plastered with the word ATTITUDE…

They were the work of a young guy named Justin Herald, whose T-shirt slogans struck a chord with Aussies, and his business quickly went national, then global. But surprisingly, he started the brand quite by accident, with less than $50 to his name.

Several million dollars later, he sold Attitude, and became a highly sought-after speaker and trainer, through his company Customer Culture – teaching businesses how to treat customers better. He believes a lot of business leaders could fix their growth problems if they just put themselves in their customer’s shoes…

Key Moments

05:02 – Justin’s teenage attitude lands him his first business idea.

10:05 – His business goes viral, the old-fashioned way.

16:47 – Justin thrives on challenge: “Some of my staff think I created COVID because I just love having a problem – that’s the way I operate the best.”

19:45 – Covid hits, and Justin pivots as his speaking career goes quiet and his online courses gain traction.

24:52 – Justin believes that good old-fashioned customer service is the key to business success.

38:14 – Working to educate the next generation of business owners.

42:47 – Exciting new projects on the horizon… but Justin’s keeping his lips sealed.

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James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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