About

For over two decades, Justin Friedman has dedicated his life to the betterment of both people and the planet. His extensive experience includes working in  Europe, Asia, the UK, the USA, and Southern Africa, always with a profound emphasis on fostering unity. The name Friedman, which means "Man of Peace," is a guiding principle for Justin. He views his work as an opportunity to promote unity.

Justin has had the privilege of collaborating and working alongside Governments, Global Foundations, NGOs, Ethical Businesses, changemakers, Entrepreneurs, Artists, and prominent Individuals. Throughout his career, He has engaged in projects and endeavors that seek to maximize their positive impact locally and globally. Justin possesses an extensive background in the Health and Well-being industry, where he has developed various concepts, products, brands, and strategic partnerships. He has also advised numerous innovators in this field.

At an early age Justin worked in global events managing large teams then being invited to join a start-up gift ware and licensing company in the USA. This company, called JOY LLC  became the category's fastest growing enterprise working with 100’s of people and over 3000’s retail outlets across the country. 

When he returned to SA, Justin founded FLOW (For Love of Water), a unifying force that brings together Government, Corporate, Media, and Civil Society through Media, Design, Events, Product & Innovation, with the goal of creating lasting behavior change. As a network leader of Biomimicry South Africa supporting the late Claire Janisch, he gained foundational knowledge in emulating nature's genius to address human challenges.

His consultancy work has encompassed various responsibilities, including Strategic Guidance, Project Management, Organizational Development, and Stakeholder Engagement, focusing on conflict transformation. Justin has led numerous multi-stakeholder initiatives, drawing on his strong background in Strategy, Team Building, Branding, Creative Direction, Communications, and operations. His expertise extends beyond an operational role, and he has served as a moderator, keynote presenter, and media personality in South Africa.

In 2022, Justin embarked on a new venture, co-founding Just In Nature Investments in collaboration with Euphoria Capital. This innovative endeavor aims to support trailblazing well-being products and individuals by providing financial backing and strategic advisory support, furthering his commitment to enhancing the welfare of people and planet. 

Justin is a long standing Board Member of the non profit SEED working towards the vision of transformed and resilient South African communities.

Throughout my life's journey, I've been driven by a constant purpose from early on —to align head, heart, and root, to express myself freely, to become fully embodied, to experience deep intimacy and cultivate the harmony of yin and yang - not just within but also in how I relate to the world around me.  

Ritual has played a significant role throughout my existence,and when it wanes, it becomes a telltale sign of life's flow. I've striven to discover the sacred within the mundane, to cultivate awareness of my thoughts, emotions, feelings and actions. I strive to prioritize relationships noticing how in times of survival, these areas bear the brunt of the impact.

A mantra of mine for years has been " Feel Deeply, Function Fully"

I've always been deeply committed to driving behavior change. Initially, I focused on reshaping the narrative through design and media to influence our thoughts and emotions.

Later, I recognized the significance of transforming our consumption to enhance receptivity to a new way of thinking, seeing, and feeling. Food as Medicine  - what we put into our bodies profoundly impacts how we see the world. Couple that with putting in ancient medicinal compounds, and it can also play a role in shifting our perception and approach to life by influencing cognition, sensation, and physical capabilities.

I then looked at facilitating meaningful dialogue between people, assisting them in having difficult conversations to shift patterns of belief and behavior and Cultivating safety and trust.  

Beyond dialogue, I saw that it was more about doing things ourselves and together; our actions had a dramatic impact, no matter how small. Even cleaning up together, planting a tree, and having a meal, there is growth and promotion of unity even in the face of challenges. Projects and ideas are, in their rawest form, an opportunity for people to come together to do something meaningful, which in turn brings a sacredness to life. 

Initially, I predominantly engaged in grassroots initiatives, working from the bottom up to empower community members to steer their behavior change journeys. However, I've come to understand that as the Apex Predators on this planet, it's imperative that we also emphasize leadership that is heart-centered and conscious of its role in serving the entire system. This approach involves collaboration and a commitment to the greater good. So now we need to work from across the spectrum.

I'm also a firm Believer in the enchantment and magic of life and the extraordinary power each of us possesses to shape our reality. It all begins with the lens through which we view the world; this perspective significantly influences our perceptions, emotions, and responses to life's events.

Numerous factors shape this perspective, and we are responsible for becoming aware of them and consciously bringing about change. Some say, 'Life happens to me, for me, through me, and then I am life.' When we realize that we are life itself, we relinquish the urge to blame external circumstances for our experiences. Instead, we recognize our role in creating our reality.

This realization empowers us to embark on a transformative journey, knowing we possess the inherent capability to forge a new path for ourselves and those we touch and, of course, underpinned by the great mystery of the divine. 

On this journey, Silence is Golden; we need to listen from deep inside. The more silent we can become, the more we can genuinely listen to the deep voice within and allow Grace to carry us and our actions forward.