Justin Foster

Justin Foster is an entrepreneur, brand strategist, writer, and poet who helps conscious founders, solo professionals, and creatives turn their calling and craft into unforgettable brands. Justin is the creator of F the Formula™, a branding philosophy, framework, and now a book, that rejects manipulation and builds brands with moral clarity, poetic language, and lasting impact.

Justin's journey began on a cattle ranch in eastern Oregon, shaping his no-bullshit approach to leadership and business. Now based in Mexico City, Mexico, Justin has spent over two decades delivering heretical brand coaching to leaders across all industries and sectors. Known for his sharp wit, deep intuition, and mastery of language, Justin has a gift for distilling complex ideas into potent messaging and crafting ethical, high-impact brand strategies. He is also the author of five books and a prolific creative, expressing his love for language through essays, poetry, and songwriting.