John Ray, Author at Business RadioX ® Page

Tildet Varon and Leroy Hite on Family Business Success

August 21, 2025 by John Ray

Family Business Radio

Tildet Varon and Leroy Hite on Family Business Success

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Tildet Varon and Leroy Hite on Family Business Success (Family Business Radio, Episode 67)

On this episode of Family Business Radio, host Anthony Chen welcomes back two powerhouse guests: Tildet Varon, founder of Growing with Truth Inc., and Leroy Hite, founder of Cutting Edge Firewood.

Tildet shares how the painful loss of her family’s business in Turkey fueled her lifelong mission to help other family enterprises thrive. She reveals why communication is the root of both peace and profits and how “hidden conversations” within families often shape business outcomes more than strategy or operations.

Leroy recounts his journey of transforming firewood from a commodity into a luxury experience, overcoming years of grueling labor, financial strain, and near-collapse before scaling nationally and ultimately selling the business. He explains why risk-taking, perseverance, and humility are essential traits for any entrepreneur.

Anthony adds his own financial planning perspective, tying together lessons on values, vision, and long-term purpose.

This episode offers hard-won insights for family business owners, entrepreneurs, and anyone seeking to balance grit, growth, and legacy.

Anthony concludes the show with thoughts on crafting a legacy of memories, reminding us that you can’t buy time or memories.

Family Business Radio is underwritten and brought to you by Anthony Chen with Lighthouse Financial Network. The show is produced by John Ray and the North Fulton affiliate of Business RadioX®.

Key Takeaways from This Episode

Tildet Varon, Growing With Truth

Silence is often mistaken for peace in family businesses; avoiding hard conversations creates hidden resentments.
Communication with clarity, care, curiosity, and compassion is the foundation for both harmony and profitability.
Helping families surface their “hidden conversations” builds trust, belonging, and collaboration.
Self-awareness and emotional intelligence are essential to breaking barriers and sustaining success.

Leroy Hite, Founder, Cutting Edge Firewood

Firewood isn’t a commodity, it’s an experience—people will pay a premium for ambiance, aroma, and connection.
Entrepreneurship requires grit: he worked 100+ hour weeks, sold his house, and lived on maxed-out credit cards to keep his dream alive.
Success comes from embracing hard things; failure teaches lessons that can power future ventures.
Leadership demands humility—outsiders who won’t learn from the ground up make poor decisions.
Barriers are opportunities: don’t quit, but pivot and persevere.

Anthony Chen, Lighthouse Financial, and Host, Family Business Radio

Financial planning shouldn’t start with numbers; it begins with clarifying vision and purpose.
The key question is, “What is my ideal lifestyle and why?” before designing any plan.
Aligning money with values ensures financial strategies truly serve family and personal goals.

Topics Discussed in this Episode

00:00 Introduction to Family Business Radio

00:37 Tildet Varon’s Family Business Journey

02:24 The Importance of Communication in Family Businesses

04:42 Challenges and Lessons from Tildet’s Experience

14:50 Leroy Hite’s Firewood Business Story

17:32 Overcoming Obstacles and Achieving Success

28:34 Organizing Priorities for Success

29:21 Moments of Recognition and Growth

31:01 Transitioning to New Ventures

35:00 Starting a Business from Scratch

38:15 Overcoming Fear and Taking Risks

42:23 Learning from Failures

48:24 Advice for Family Businesses

Tildet Varon, Growing with Truth Inc.

Tildet Varon is the President of Growing With Truth Inc., where she has dedicated over 20 years to helping family businesses thrive both in relationships and profitability. She specializes in guiding family business leaders through the unique challenges they face, including managing family dynamics, legacies, emotions, and expectations. With a hands-on approach, Tildet helps break cycles of stress and power struggles by creating clear roles, improving communication, and building effective succession plans. Her work focuses on turning conflicts into collaboration so that family relationships and business performance can flourish simultaneously.

With a rich background as a keynote speaker, trainer, business coach, and Inner Mastery Specialist, Tildet combines lived experience with proven strategies in leadership and conflict resolution. She has also been an organizational development consultant and mentor to many leaders. Tildet tailors her approach to each family business’s unique needs, placing a strong emphasis on strategic decision-making and holistic growth. Her mission is to help family businesses transform internal challenges into lasting legacies, supporting both the health of the business and the well-being of the family members involved.

Website | LinkedIn

Leroy Hite, Founder, Cutting Edge Firewood

Leroy Hite transformed firewood from a mere commodity into a luxury brand featured in prestigious venues including the Oval Office, Netflix, the Today Show, and Fox & Friends. He revolutionized the perception and consumption of firewood by creating an entirely new industry. Leroy’s philosophy centers on the belief that extraordinary results come from embracing discomfort and risk and that growth does not happen when you are comfortable. His journey from having only $12 in the bank to building a premium nationwide brand exemplifies his commitment to breaking conventional boundaries and thinking boldly outside the box.

Leroy’s impact is demonstrated not only by millions in delivered value and a wave of competitors he inspired nationwide, but also by the recognition he has received, such as the Berry College Entrepreneurial Spirit Award and being a two-time 40 Under 40 honoree. Cutting Edge Firewood, which he exited last year, elevated a product often plagued by quality issues—half of the firewood market was bug-infested—into a status symbol of quality and craftsmanship. Leroy’s story is one of grit, perseverance, faith, and relentless innovation, proving that with the right mindset, anything once deemed impossible can become a defining success.

Anthony Chen, Host of Family Business Radio

Family Business Radio is sponsored and brought to you by Anthony Chen with Lighthouse Financial Network. Securities and advisory services are offered through OSAIC, member FINRA/SIPC. RAA is separately owned, and other entities and/or marketing names, products, or services referenced here are independent of OSAIC. The main office address is 575 Broadhollow Rd., Melville, NY 11747. You can reach Anthony at 631-465-9090, ext. 5075, or by email at anthonychen@lfnllc.com.

Anthony Chen started his career in financial services with MetLife in Buffalo, NY, in 2008. Born and raised in Elmhurst, Queens, he considers himself a full-blooded New Yorker while now enjoying his Atlanta, GA, home. Specializing in family businesses and their owners, Anthony works to protect what is most important to them. From preserving to creating wealth, Anthony partners with CPAs and attorneys to help address all of the concerns and help clients achieve their goals. By using a combination of financial products ranging from life, disability, and long-term care insurance to many investment options through Royal Alliance, Anthony looks to be the eyes and ears for his client’s financial foundation. In his spare time, Anthony is an avid long-distance runner.

Follow this link to access the complete show archive of Family Business Radio.

The State of Arts Funding in Georgia with Laura Hennighausen

August 20, 2025 by John Ray

Good2Give Podcast

The State of Arts Funding in Georgia with Laura Hennighausen

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The State of Arts Funding in Georgia with Laura Hennighausen (Good2Give Podcast, Episode 17)

Laura Hennighausen, Director of Strategic Philanthropy at Purpose Possible, joins hosts Maria Walden and DePriest Waddy to discuss Arts Capital Atlanta, a collaborative campaign addressing the urgent need for arts funding in the region. Laura shares how the initiative grew from informal COVID-era Zoom meetings into a powerful coalition of 30+ arts nonprofits and funders working to stabilize and sustain the arts ecosystem across Atlanta’s 11-county metro area.

She outlines why Georgia ranks at the bottom nationally in public funding for the arts, the impact of this gap on local organizations, and how Arts Capital Atlanta is mobilizing resources to keep small and mid-size arts organizations alive and thriving. From tackling systemic inequities to building new pathways for sustainability, Laura explains why supporting the arts is critical not just for culture but also for community health, economic development, and Atlanta’s identity as a creative hub.

The Good2Give Podcast is presented by the Community Foundation for Northeast Georgia. John Ray and North Fulton Business Radio, LLC, an affiliate of Business RadioX® produce the show. You can find the full archive of shows by following this link.

Key Takeaways from this Episode

How Arts Capital Atlanta formed out of grassroots collaboration during COVID.
Why Georgia ranks 50th in the nation for public arts funding.
The two-pronged strategy: immediate stabilization funding plus long-term sustainability.
The vital role of small, community-based arts nonprofits and their funding challenges.
How the Community Foundation for Northeast Georgia is partnering as fiscal agent.
The broader impact of arts organizations on mental health, economic growth, and community identity.

Topics Discussed in this Episode

00:00 Introduction to the Good2Give Podcast
00:39 Maria’s New Role and Continued Partnership
01:44 Introducing Laura Hennighausen and Arts Capital Atlanta
02:31 The Impact of COVID on Arts Organizations
05:12 Challenges in Arts Funding in Georgia
07:08 Stabilization and Sustainability Campaigns
11:35 The Importance of Community Support and Earned Income
18:16 Partnership with the Community Foundation
22:25 Challenges in Arts Leadership Succession
23:48 Emerging Best Practices in Nonprofits
25:28 Collaborations and Opportunities in Arts and Education
26:36 Role and Work of Purpose Possible
30:08 Successful Arts Funding Models in Other States
32:56 Engaging the Community and Future Plans
36:49 Conclusion and Final Thoughts

Laura Hennighausen, Arts Capital Atlanta and Purpose Possible

Laura Hennighausen is the Director of Strategic Philanthropy at Purpose Possible and also serves as the leader of Arts Capital Atlanta, underscoring her commitment to fostering vibrant, creative communities. With a breadth of experience in philanthropic strategy, board management, nonprofit governance, and grant writing, Laura collaborates with a diverse range of funders—including corporate, private, individual, and intermediary organizations—to design and assess fair and effective charitable programs. She also curates “Dispatches from the Philanthrosphere,” a monthly roundup of trends and best practices in the nonprofit sector. Prior to joining Purpose Possible in 2020, Laura contributed her expertise to several nonprofits focused on public space, historic preservation, and visual art.

Laura holds dual Bachelor of Arts degrees in Japanese Language and Literature and Art History, along with a Master of Arts in Arts Administration. Her leadership extends into community engagement as Co-Chair of the Equity in Grantmaking Task Force for the Georgia Grant Professionals Network and as a board member of Kinnara, MODA, and Soul Food Cypher. Proficient in a wide range of donor management systems, Laura has worked with renowned organizations such as Mailchimp, Intuit Financial Freedom Foundation, and Borealis Philanthropy.

Arts Capital Atlanta website | Laura Hennighausen on LinkedIn

The Good2Give Podcast celebrates the work of donors, nonprofits, and the causes they care about. DePriest Waddy and Maria Walden are the show’s hosts, and the Community Foundation for Northeast Georgia is the presenting sponsor.

The Good2Give Podcast is produced by John Ray and North Fulton Business Radio, LLC, an affiliate of Business RadioX®. You can find the full archive of shows by following this link. You can also find the show on all the major podcast apps, including Apple Podcasts, Spotify, and many others.

At the Community Foundation for Northeast Georgia, everything they do centers around one purpose: improving the world through the power of philanthropy.

On a fundamental level, they do that through managing funds held in trust, donated by individuals, organizations, and businesses. Most funds are donor-advised funds, similar to savings accounts. These funds are pooled for investment purposes, and their income is used to make grants for a wide variety of charitable purposes.

But the Foundation’s goals extend far beyond managing funds. They desire to strengthen the communities they serve in Gwinnett, Northeast Georgia, and beyond by providing leadership, addressing community needs, and assisting individuals and organizations with their charitable giving.

Connect with CFNEG:
Website | Facebook | LinkedIn | Twitter | Instagram

Richard W. Smith on Moving from Price Taker to Price Setter

August 20, 2025 by John Ray

North Fulton Studio

Richard W. Smith on Moving from Price Taker to Price Setter

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Richard W. Smith on Moving from Price Taker to Price Setter (The Price and Value Journey, Episode 144)

In this episode of The Price and Value Journey with host John Ray, Richard W. Smith explains how professional service providers can stop undervaluing themselves and make the shift from being price takers to price setters. Drawing on decades of experience guiding law firms and other professionals, Richard shows how confusing professional value with commercial value often leads to underpricing, overwork, and the wrong client relationships.

He unpacks why professionals should avoid pricing their own work, how commercial imposter syndrome can quietly erode profitability, and why saying yes to the wrong opportunities is a silent killer of margin. Richard also offers practical advice for navigating RFPs and tenders, developing an ideal client persona, and asking budget questions early in the conversation.

You will hear how to build more balanced client relationships, strengthen your pricing confidence, and free yourself to focus on the clients and opportunities that matter most.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

A reminder that your professional expertise is not the same as the commercial value clients look for.
Why getting an outside perspective on your pricing can help you avoid undervaluing your work.
How saying “no” to the wrong clients or matters can protect your profitability.
What to keep in mind when responding to RFPs and tenders, including the importance of identifying the true decision-maker.
Why asking about client budgets early is a fair and useful way to qualify opportunities.
How to think about AI as a tool to free up more time for building client trust and relationships

Topics Discussed in this Episode

00:00 Introduction to Richard W. Smith, GSJ Consulting
02:15 Understanding Business Drivers
03:27 Professional vs. Commercial Value
06:09 Pricing Strategies and Challenges
07:24 Commercial Imposter Syndrome
09:40 Navigating Client Relationships
11:40 The RFP Process
15:57 Ideal Client Persona
21:11 Long Sales Cycles and Immediate Wins
22:40 Balancing Short- and Long-Cycle Strategies
23:39 Educating Clients on Your Services
25:21 The Role of AI in Business Development
28:51 The ‘No’ Strategy: Avoiding Bad Fits
35:19 Tailoring Proposals and Maintaining Pricing Integrity
39:28 Advice for Small Firms on Business Development
44:29 Conclusion and Additional Resources

Richard W. Smith, GSJ Consulting

Richard W. Smith is a highly experienced business development strategist and pricing consultant, specializing in growth strategies and client acquisition for professional services firms.

Based in Sydney, Australia, Richard is the Director of GSJ Consulting, a boutique agency he founded in June 2023. At GSJ Consulting, he works closely with clients to design and implement practical, results-driven plans for sustainable revenue growth, focusing on areas such as pricing strategy, business development audits, client targeting, bid and tender management, onboarding, and account management coaching. His approach is defined by a philosophy of “Acquire–Retain–Grow,” and he is recognized for his ability to help firms transition from price-takers to price-setters and secure millions in additional profit through tailored solutions.

Richard’s professional journey includes significant roles in prominent law firms and consulting agencies. He has served as Associate Director of Business Development at Sparke Helmore Lawyers and held leadership roles in business development and marketing at Hicksons Lawyers, DLA Piper, Herbert Geer, DLA Phillips Fox, and Linklaters. With over 30 years of experience supporting tender and bid submissions across private and government sectors, Richard also leads BidWizard-AU, assisting clients in preparing compelling proposals to win high-value contracts.

Richard is a graduate of the University of Westminster (LLB, Law) and is known for his collaborative style, innovation in legal marketing, and commitment to delivering actionable, sustainable growth for his clients.

Website | LinkedIn

John Ray, Host of The Price and Value Journey

John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey — John Ray, Author of *The Generosity Mindset* and Host of *The Price and Value Journey*

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.

In his other business, John is a podcast show host, strategist, and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.

John is also the host of North Fulton Business Radio. With over 880 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset®, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.

Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®: LinkedIn | Twitter | Facebook | Instagram

Erica Tuggle of Livin on Healthy Meals for Busy Families

August 19, 2025 by John Ray

North Fulton Business Radio

Erica Tuggle of Livin on Healthy Meals for Busy Families

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Erica Tuggle of Livin on Healthy Meals for Busy Families (North Fulton Business Radio, Episode 891)

Feeding your family well shouldn’t mean late nights in the kitchen or guilt-driven takeout. Erica Tuggle, Founder and CEO of Livin, joined North Fulton Business Radio host John Ray to explain how her company is changing the way busy families eat at home.

Livin connects households with vetted local chefs who handle the shopping, cooking, and cleanup, leaving behind multiple meals ready to go. Erica shared how her experience as a working mom and her background with General Mills and Coca-Cola shaped the idea. She also discussed making personal chef services affordable, supporting healthier eating, and helping families reclaim time together.

John Ray is the host of North Fulton Business Radio. The show is produced by John Ray and North Fulton Business Radio, LLC, an affiliate of Business RadioX®, and is recorded inside Renasant Bank in Alpharetta.

Key Takeaways from This Episode

Livin makes personal chef services accessible by pricing them closer to delivery meals.
Families get healthier, customized food without the stress of meal prep.
Erica’s corporate background in food and brand management shaped the vision for Livin.
Recognized as a top 25 Atlanta startup, Livin is now expanding into Los Angeles.
The real payoff is more family time around the dinner table.

Topics Discussed in this Episode

00:00 Introduction to North Fulton Business Radio
01:46 Guest Introduction: Erica Tuggle
02:08 The Concept of Livin
02:48 Erica’s Personal Journey and Inspiration
04:44 Challenges of Modern Family Life
06:32 The Birth of Livin
08:43 Livin’s Growth and Recognition
09:55 Healthy Food for Families
12:02 Lessons from Corporate Experience
15:07 Service Areas and Chef Network
16:42 Chef Evaluation and Onboarding Process
17:08 Customer Subscription and Scheduling
17:53 Menu Selection and Chef Services
18:18 Meal Preparation and Customization
19:22 Affordable Personal Chef Services
23:43 Health and Dietary Options
25:08 Success Stories and Community Impact
27:26 Gift Cards and Special Occasions
28:35 Conclusion and Contact Information
29:35 Show Wrap-Up

Erica Tuggle, Livin

Erica Tuggle, Founder, Livin, on North Fulton Business Radio with host John Ray — **Erica Tuggle, Founder, Livin**

Erica Tuggle is a visionary business leader who combines an inspirational leadership style with consumer-driven, holistic management of her businesses.

Erica began her career at American Express. After earning her MBA at Harvard Business School, she then entered the food and beverage industry. Erica worked at General Mills and The Coca-Cola Company, leading various innovation and business development initiatives across global brands. Most notably, she reimagined and relaunched Coca-Cola’s global food pairing strategy—its top consumption occasion—and introduced a new campaign across nearly all international markets. She also built and launched Coca-Cola’s social justice response amidst the pandemic.

While pursuing her career, Erica was consistently challenged to provide the home-cooked meals her family loves and deserves. Out of this challenge, she birthed the idea for Livin, a business that connects busy families with accessible personal chefs to unlock access to more healthful and nutritious meals at home. Erica is now on a journey to modernize the traditional private chef model in a way that democratizes access to home cooking services and expands the market to greater supply and demand.

Since launching in 2022, Livin (formerly Cookonnect) has been recognized as a Top 25 Startup to Watch in Atlanta by the Atlanta Business Chronicle and featured in the Atlanta Journal-Constitution and in Essence Magazine. Livin has also raised over $1M in venture capital funding with support from Techstars and Slauson & Co.

After growing up in the Northeast, Erica now calls Atlanta, GA, home for her family, including her husband, their two children (7, 10), and their beagle.

Livin Website | Livin on Instagram | Livin on LinkedIn | Erica on LinkedIn

Renasant Bank supports North Fulton Business Radio

Renasant Bank has humble roots, starting in 1904 as a $100,000 bank in a Lee County, Mississippi, bakery. Since then, Renasant has become one of the Southeast’s strongest financial institutions, with over $17 billion in assets and more than 180 banking, lending, wealth management, and financial services offices throughout the region. All of Renasant’s success stems from each banker’s commitment to investing in their communities as a way to better understand the people they serve. At Renasant Bank, they understand you because they work and live alongside you every day.

Beyond Computer Solutions supports North Fulton Business Radio

If you’re a law firm, medical practice, or manufacturer, there’s one headline you don’t want to make: “Local Business Pays Thousands in Ransom After Cyberattack.” That’s where Beyond Computer Solutions comes in. They help organizations like yours stay out of the news and in business with managed IT and cybersecurity services designed for industries where compliance and reputation matter most.

Whether they serve as your complete IT department or simply support your internal team, they are well-versed in HIPAA, secure document access, written security policies, and other essential aspects that ensure your safety and well-being. Best of all, it starts with a complimentary security assessment.

Website | LinkedIn | Facebook | YouTube

About North Fulton Business Radio and host John Ray

With over 880 episodes and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in our community like no one else. We are the undisputed “Voice of Business” in North Fulton!

The show invites a diverse range of business, non-profit, and community leaders to share their significant contributions to their market, community, and profession. There’s no discrimination based on company size, and there’s never any “pay to play.” North Fulton Business Radio supports and celebrates businesses by sharing positive stories that traditional media ignore. Some media lean left. Some media lean right. We lean business.

John Ray, host of North Fulton Business Radio, and Owner, Ray Business Advisors — **John Ray, host of *North Fulton Business Radio* and Owner, Ray Business Advisors**

John Ray is the host of North Fulton Business Radio. John and the team at North Fulton Business Radio, LLC, an affiliate of Business RadioX®, produce the show, and it is recorded inside Renasant Bank in Alpharetta.

The studio address is 275 South Main Street, Alpharetta, GA 30009.

You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, and many others.

John Ray also operates his own business advisory practice. John’s services include advising solopreneurs and small professional services firms on their value, their positioning and business development, and their pricing. His clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants, bookkeepers, marketing professionals, and other professional services practitioners.

John is the national bestselling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

Heartspoken Notes for Genuine Connection | Elizabeth Cottrell

August 13, 2025 by John Ray

Heartspoken Notes for Genuine Connection with Elizabeth Cottrell, on The Price and Value Journey podcast with host John Ray

North Fulton Studio

Heartspoken Notes for Genuine Connection | Elizabeth Cottrell

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Heartspoken Notes for Genuine Connection with Elizabeth Cottrell (The Price and Value Journey, Episode 143)

In this episode of The Price and Value Journey with host John Ray, Elizabeth Cottrell shares how the simple act of writing a heartfelt note can create genuine connections, open up opportunities, and make a lasting impression in both business and life. Drawing from her book Heartspoken: How to Write Notes That Connect, Comfort, Encourage, and Inspire, Elizabeth explains how a single note she wrote to a grieving stranger became a turning point that revealed the profound power of thoughtful communication.

She describes how personal notes stand out in a noisy, digital world, offering a tangible expression of care that people often keep for years. The conversation explores the origins of her “Heartspoken” concept, the four essential connections that form its foundation, and how the practice has grown into a movement. Elizabeth shares practical tips for overcoming common hesitations, such as worries about handwriting, uncertainty about what to say, and fear of saying the wrong thing.

You will hear how to move beyond routine thank-you or sympathy notes and create meaningful, unexpected connections that strengthen relationships. Elizabeth also offers strategies for sustaining the habit, from batching notes to keeping a simple record of what you have sent, and explains why the generosity behind each note benefits the sender as much as the recipient.

As a special gift for you, Elizabeth is offering a free two-page PDF, 10 Powerful Prompts for Business Notes that Connect and Convert. It’s filled with ideas to help you move beyond the standard thank-you and craft messages that truly stand out. Follow this link to download your copy.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

The personal story behind Heartspoken and how a single sympathy note revealed the deep, lasting impact of handwritten messages
Why Elizabeth sees personal notes as part of a broader “Heartspoken” movement built on four essential connections: with God, with self, with others, and with nature.
How to overcome common barriers such as poor handwriting, lack of confidence in what to say, and fear of saying the wrong thing
Ways to go beyond routine thank-you or sympathy notes to create surprising and meaningful points of connection in everyday life
How small, thoughtful acts of written encouragement can build trust, strengthen relationships, and open doors in both personal and business contexts.
Practical tips for sustaining a note-writing habit, including keeping a simple record, batching notes, and setting realistic goals
The mutual benefit of generosity in communication, where both sender and recipient gain value from the exchange

Topics Discussed in this Episode

00:00 Introduction and Guest Introduction
02:41 Elizabeth Cottrell’s Background and Book
04:10 The Power of Personal Notes
06:55 Heartspoken Movement and Its Impact
16:20 Overcoming Hesitations in Note Writing
26:54 Expressing Sympathy: Finding the Right Words
28:59 The Power of Empathy and Compassion
29:40 Heartspoken Notes: Hugs by Mail
30:29 Avoiding Common Pitfalls in Sympathy Notes
32:32 The Swipe File: Collecting Beautiful Phrases
33:30 Using AI to Enhance Your Writing
34:17 Notes as a Public Gratitude Journal
36:48 The Therapeutic Power of Helping Others
38:46 Keeping a Record of Your Correspondence
42:07 Setting and Achieving Note-Writing Goals
47:02 The Generosity Mindset in Business
48:44 Connecting with Elizabeth Cottrell
50:06 Final Thoughts and Special Offers

Elizabeth Cottrell

Elizabeth H. Cottrell—writer, award-winning author, and speaker—has long been a business and nonprofit leader in the Shenandoah Valley and the Commonwealth of Virginia. When she was elected to the board of trustees of First Bank/First National Corporation in 1992, she was the first female board member in its almost 100-year history, and since 2016, she has been its first female Board Chairman. Her book HEARTSPOKEN: How to Write Notes that Connect, Comfort, Encourage, and Inspire, published by Koehler Books in 2022, launched the #HeartspokenMovement and created a ripple effect among note writers and sales professionals.

Elizabeth’s circuitous career has taken her from published leprosy researcher to stay-at-home mother, to community activist and leader on nonprofit and corporate boards, to ham radio operator, to freelance writer/editor and blogger at Heartspoken.com.

Above all, she is a connector and encourager whose writing explores the four essential connections of the Heartspoken Life: with God, Self, Others, and Nature. Her expertise and passion for note writing in her 2022 book come at just the right time to touch a pandemic world desperately in search of connection. Elizabeth is the right person at the right time to help readers find their own heartspoken voice and learn to harness this powerful tool for nurturing their most precious relationships.

Elizabeth is an idea curator, sharing inspirational, interesting, and educational ideas from her own eclectic reading and harnessing them through her writing in pursuit of her own Heartspoken Life. She invites her readers along for the ride.

Website | LinkedIn | Amazon

John Ray, Host of The Price and Value Journey

John Ray is the host of The Price and Value Journey.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®: LinkedIn | Twitter | Facebook | Instagram

How Luksai Helps Experts Monetize Knowledge, with Talita Meira

August 7, 2025 by John Ray

North Fulton Business Radio

How Luksai Helps Experts Monetize Knowledge, with Talita Meira

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How Luksai Helps Experts Monetize Knowledge, with Talita Meira (North Fulton Business Radio, Episode 890)

Talita Meira, CEO and founder of Luksai, joins host John Ray to share her powerful personal journey: from cleaning universities in Australia as a recent immigrant to building a global digital platform that helps experts monetize their knowledge. Talita discusses how Luksai serves coaches, consultants, and mentors by integrating tools for delivering one-on-one sessions, managing content, and scaling digital offerings, all without cobbling together multiple apps. She also shares her commitment to fighting modern slavery and her mission to uplift vulnerable communities through knowledge-sharing.

Whether you’re a solopreneur looking to scale or a professional struggling to package your expertise, Talita’s insights offer both inspiration and practical guidance.

Key Takeaways from This Episode

Luksai is a boutique platform designed for experts to monetize their knowledge through one-on-one sessions, courses, and group mentoring, without needing multiple third-party tools.
Talita’s journey from immigrant cleaner to tech founder highlights the grit and resilience of many underserved professionals worldwide.
The platform supports two models: self-service and full-service help, including instructional design, pricing, and marketing support.
Luksai simplifies the tech stack by integrating payments, session management, client resources, and more into one platform.
The company is driven by a social impact mission to fight modern slavery and empower immigrants to use their expertise to create new economic opportunities.
Talita emphasizes starting simple—offering one-on-one sessions first—before expanding into more structured offerings.
Luksai’s global reach includes clients in Brazil, Australia, Europe, and now the U.S., with expansion plans underway.

Topics Discussed in this Episode

00:00 Introduction and Welcome to North Fulton Business Radio
01:46 Guest Introduction: Talita Meira, CEO of Luksai
02:07 Talita’s Journey: From Brazil to Australia
02:59 The Birth of Luksai: Helping Experts Monetize Knowledge
04:47 How Luksai Works: Platform Features and Services
07:21 Differentiating Luksai from Competitors
08:28 Advice for Aspiring Mentors and Coaches
15:07 The Future of Online Courses and Personal Mentorship
18:32 Talita’s Mission: Fighting Modern Slavery
19:34 Social Impact and Modern Slavery
21:48 Challenges Faced by Immigrants
25:53 Shifting Mindsets: From Corporate to Entrepreneurial
27:53 Global Expansion and Client Reach
31:38 Success Stories and Client Support
33:28 Conclusion and Contact Information
34:55 Sponsor Messages and Final Remarks

Talita Meira, Founder and CEO, Luksai

Talita Meira is the founder and CEO of Luksai, a purpose-driven platform that helps professionals turn their expertise into impactful mentorship programs and digital products—without becoming influencers. Originally from Brazil and now based in Atlanta, Talita brings a global perspective shaped by her experiences living and working across three continents.

She is currently completing her Doctor of Business Administration at Hult International Business School and has a strong background in entrepreneurship, mentoring, and social impact. Through Luksai, Talita empowers professionals to launch knowledge-based businesses with ease, while also supporting causes that matter.

Talita is passionate about helping others unlock their potential and build businesses that reflect their values. Whether she’s mentoring clients or speaking to global audiences, she brings authenticity, insight, and purpose to every conversation.

Company Website | Talita’s LinkedIn

Renasant Bank supports North Fulton Business Radio

Beyond Computer Solutions supports North Fulton Business Radio

Website | LinkedIn | Facebook | YouTube

About North Fulton Business Radio and host John Ray

The studio address is 275 South Main Street, Alpharetta, GA 30009.

You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, and many others.

John is the national bestselling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

Thor Legvold on Nordic Leadership, Purpose, and Pricing

August 6, 2025 by John Ray

North Fulton Studio

Thor Legvold on Nordic Leadership, Purpose, and Pricing

00:00 /

Thor Legvold on Nordic Leadership, Purpose, and Pricing (The Price and Value Journey, Episode 141)

In this episode of The Price and Value Journey, Thor Legvold joins host John Ray to talk about how the way we lead ourselves, our clients, and our firms shapes how others understand our value. Drawing from the Nordic leadership model, Thor explains how values like trust, purpose, and shared responsibility are not soft concepts. They’re strategic levers that affect how we build businesses, lead people, and price our services.

The conversation underscores the close connection between pricing and values. When your firm is clear on its purpose and leads with integrity, pricing becomes less about what the market will bear and more about what your work is worth.

Topics covered include:

The core ideas behind Nordic leadership
Why purpose and values must inform business decisions
How solo and small-firm professionals can reset when they’ve burned out or hit a wall
Why empowerment matters, both internally and in client work
How to price with purpose, not apology

This episode is particularly aimed at professionals who struggle to balance their values with the need to charge appropriately for their work. It’s not a tradeoff; on the contrary, it’s a path forward.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

Nordic leadership works. Values like empowerment and purpose drive real business results.
Purpose guides everything. It shapes decisions, culture, and how others perceive your value.
Feeling lost? Return to your values. Burnout or transition is a cue to recenter on what truly matters.
Empowerment means ownership. Don’t just assign tasks; delegate real responsibility.
Co-create with clients. Better outcomes come from collaboration, not prescriptions.
Purpose supports premium pricing. Clients pay more when they believe in your “why.”
Culture is your leadership in action. Your behavior sets the tone more than your policies.
Your legacy extends beyond visibility. Trust that your impact reaches further than you can see.

Topics Discussed in this Episode

00:00 Introduction and Welcome to The Price and Value Journey
00:09 Exploring Leadership and Value Perception
00:25 Guest Introduction: Tor Legvold
00:32 Understanding Nordic Leadership
03:08 Nordic Leadership Principles
07:33 Applying Nordic Leadership in the US
10:48 Purpose and Values in Professional Services
14:50 Recalculating: Navigating Career Transitions
19:41 Balancing Purpose and Practicality
23:07 Purpose-Driven Organizations and Integrity
29:36 The Power of Integrity in Business
30:29 Empowerment and Delegation in Nordic Leadership
34:53 Collaborative Client Relationships
37:14 Building Strong Company Culture
44:11 Values and Purpose-Driven Business
52:01 Balancing Premium Pricing with Purpose
55:09 Conclusion and Contact Information

Thor Legvold, Legvold Consulting

Thor Legvold empowers organizations to navigate leadership challenges, cross-cultural collaboration, and post-merger integration through proven Nordic leadership principles. With global expertise in organizational psychology, Thor ensures leadership alignment, cultural synergy, and long-term growth. Whether serving as an executive coach or leading full-scale integrations, he helps clients build resilient teams and drive effective outcomes in dynamic environments.

Legvold leads with integrity, collaboration, sustainability, and a global mindset. Thor’s work is grounded in trust, honesty, and respect for human dignity, empowering people and teams to achieve lasting impact. By embracing a systems-oriented approach, he designs solutions that honor interconnected ecosystems and prioritize balance and inclusivity. With a passion for cross-cultural engagement, Thor helps leaders and organizations innovate and thrive in a connected world.

In over twenty years of consulting for businesses and organizations, he’s had the opportunity to work across a wide range of industries, including tech, finance, entertainment, industrial/manufacturing, and retail, as well as the public sector. Thor has extensive experience successfully working with entrepreneurs and startups, family businesses, AI organizations and companies ranging from midsize to Fortune 500. Wherever people are involved, Thor has a proven track record of delivering value.

Website | LinkedIn

John Ray, Host of The Price and Value Journey

John Ray is the host of The Price and Value Journey.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®: LinkedIn | Twitter | Facebook | Instagram

Why You’re Really Afraid to Raise Your Prices with John Ray

July 30, 2025 by John Ray

North Fulton Studio

Why You're Really Afraid to Raise Your Prices with John Ray

00:00 /

Why You’re Really Afraid to Raise Your Prices with John Ray (The Price and Value Journey, Episode 141)

Are you afraid to raise prices? You’re not alone.

Raising your prices isn’t just a financial move. It’s an emotional decision that can stir up fear, doubt, and second-guessing.

In this solo episode of The Price and Value Journey, John Ray explores the five hidden fears that often hold expert-service providers back from charging what their work is truly worth. Whether it’s fear of losing a client relationship, feeling pressure to be perfect, or anxiety about the economy, these concerns are real and often unspoken.

John shares how to move past those fears by focusing on what your clients actually value. He explains why your best pricing insight comes not from what you believe about your work, but from what your clients experience and are willing to pay for.

If raising your prices gives you that knot-in-the-stomach feeling, this episode is for you.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

Fear of raising prices is rarely about money. It’s about identity, rejection, and self-worth.
Clients evaluate value, not personal worth. A “no” is not a judgment of you.
Perfectionism is a trap. Clients value responsiveness, clarity, and honesty more than flawlessness.
Cable news and clickbait headlines can distort your perspective. Trust your clients, not the media.
You can make thoughtful exceptions for certain clients without holding your whole business back.
The most valuable insights about your worth come from client conversations and feedback.
Clients often see more value in your work than you do. Your job is to listen and own it.

Topics Discussed in this Episode

00:00 Introduction to The Price and Value Journey and a Personal Anecdote
00:39 The Real Fear Behind Raising Prices
02:09 Hidden Fear #1: You’ll Lose the Relationship
03:29 Hidden Fear #2: You’ll Have to Be Perfect
04:34 Hidden Fear #3: You’ll Be Seen as Greedy or Full of Yourself
06:27 Hidden Fear #4: The Economy Is So Uncertain
08:13 Hidden Fear #5: You Know You Have Clients That Need Help
08:06 Gaining Clarity on Your Value
10:08 Conclusion and Call to Action

About The Price and Value Journey Podcast

The Price and Value Journey is a show for expert-service professionals who want more than formulas and quick fixes. If you’re a solo or small-firm provider—consultant, coach, attorney, CPA, or fractional executive—you know the real work of building a practice goes far beyond pricing. It’s about finding clarity, showing up with confidence, and learning how to express the full value of what you do in ways that clients understand and appreciate.

Hosted by John Ray, business advisor and author of The Generosity Mindset, this podcast explores the deeper journey behind running a services business: how you think about your work, how you relate to clients, and how you sustain a business that’s not only profitable but deeply fulfilling. Yes, we talk pricing, but we also talk mindset, business development, trust, empathy, positioning, and all the intangible ingredients that make a practice thrive.

With solo episodes and conversations featuring thoughtful guests, The Price and Value Journey is a companion for professionals who are building something meaningful. Produced in partnership with North Fulton Business Radio, LLC, an affiliate of Business RadioX®, the podcast is accessible on all major podcast platforms. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray is the host of The Price and Value Journey.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®: LinkedIn | Twitter | Facebook | Instagram

The Hidden Value of a Home Inspection with Austin Abernathy

July 23, 2025 by John Ray

North Fulton Business Radio

The Hidden Value of a Home Inspection with Austin Abernathy

00:00 /

The Hidden Value of a Home Inspection with Austin Abernathy (North Fulton Business Radio, Episode 889)

Austin Abernathy, founder of Abernathy Home Inspections, joins host John Ray to explain why every homeowner—not just those buying or selling—should consider a professional home inspection. Austin shares how even brand-new, multi-million-dollar homes can hide serious problems like mold, leaks, structural flaws, and poor workmanship.

Austin talks about the health risks that go undetected, including radon and air quality issues, and why inspections are just as valuable after renovations or big-ticket projects like a new roof. Austin also reflects on the lessons he learned inspecting over 250 homes for Zillow in less than a year and why educating clients, not scaring them, is at the heart of how he operates.

This episode provides practical and insightful advice from a seasoned professional, whether you’re buying, selling, remodeling, or simply seeking peace of mind about your current home.

Key Takeaways from this Episode

Home inspections aren’t just for real estate transactions. They can help catch problems early and save thousands down the road.
New construction doesn’t mean flawless. Even brand-new homes can have major issues like faulty roofing, water leaks, and mold.
Health risks like mold and radon often go undetected. Home inspectors can help uncover hidden dangers to your well-being.
Post-project inspections, particularly for roofing, waterproofing, and foundation repairs, can verify the proper execution of work.
Ongoing inspections help homeowners maintain value by catching wear and tear or deferred maintenance before it becomes costly.
The best inspectors don’t fearmonger; they educate. The best inspectors give clients the information they need to make smart decisions.

Topics Discussed in this Episode

00:00 Introduction and Welcome
01:46 Meet Austin Abernathy
01:58 Austin’s Journey into Home Inspections
04:53 The Importance of Home Inspections
07:26 Misconceptions About Home Inspections
15:20 Health and Wellbeing in Your Home
24:48 Success Stories and Challenges
28:27 Contact Information and Closing Remarks
29:35 Additional Announcements and Thank Yous

Austin Abernathy, Founder and Owner, Abernathy Home Inspections

Abernathy Home Inspections LLC is a locally owned and operated home inspection company based in Alpharetta, Georgia. The business is known for its trusted and detailed home inspection services performed by a licensed and insured team, serving clients in areas such as Holly Springs, Alpharetta, and the broader Atlanta region.

The company emphasizes professionalism, attention to detail, and customer satisfaction, guaranteeing that inspectors will not leave a property until the client is completely satisfied with the inspection. Abernathy Home Inspections treats every home with the same care they would their own, reflecting a strong local and client-focused ethos.

Austin Abernathy, the owner, is recognized as a Certified Professional Inspector (CPI), certified by the International Association of Certified Home Inspectors (InterNACHI), which ensures adherence to industry standards and best practices. The company regularly recommends obtaining a third-party inspection regardless of builder or property value, highlighting a commitment to thorough, unbiased assessments.

Website

Renasant Bank supports North Fulton Business Radio

Beyond Computer Solutions supports North Fulton Business Radio

Website | LinkedIn | Facebook | YouTube

About North Fulton Business Radio and host John Ray

The studio address is 275 South Main Street, Alpharetta, GA 30009.

You can find the full archive of shows by following this link. The show is available on all the major podcast apps, including Apple Podcasts, Spotify, Google, Amazon, iHeart Radio, and many others.

John is the national bestselling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.

Tildet Varon and Leroy Hite on Family Business Success (Family Business Radio, Episode 67)

Key Takeaways from This Episode

Topics Discussed in this Episode

Tildet Varon, Growing with Truth Inc.

Leroy Hite, Founder, Cutting Edge Firewood

Anthony Chen, Host of Family Business Radio

The State of Arts Funding in Georgia with Laura Hennighausen (Good2Give Podcast, Episode 17)

Key Takeaways from this Episode

Topics Discussed in this Episode

Laura Hennighausen, Arts Capital Atlanta and Purpose Possible

About the Good2Give Podcast

Community Foundation of Northeast Georgia

Richard W. Smith on Moving from Price Taker to Price Setter (The Price and Value Journey, Episode 144)

Key Takeaways You Can Use from This Episode

Topics Discussed in this Episode

Richard W. Smith, GSJ Consulting

John Ray, Host of The Price and Value Journey

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

Connect with John Ray:

Erica Tuggle of Livin on Healthy Meals for Busy Families (North Fulton Business Radio, Episode 891)

Key Takeaways from This Episode

Topics Discussed in this Episode

Erica Tuggle, Livin

Renasant Bank supports North Fulton Business Radio

Beyond Computer Solutions supports North Fulton Business Radio

About North Fulton Business Radio and host John Ray

Heartspoken Notes for Genuine Connection with Elizabeth Cottrell (The Price and Value Journey, Episode 143)

Key Takeaways You Can Use from This Episode

Topics Discussed in this Episode

Elizabeth Cottrell

John Ray, Host of The Price and Value Journey

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

Connect with John Ray:

How Luksai Helps Experts Monetize Knowledge, with Talita Meira (North Fulton Business Radio, Episode 890)

Key Takeaways from This Episode

Topics Discussed in this Episode

Talita Meira, Founder and CEO, Luksai

Renasant Bank supports North Fulton Business Radio

Beyond Computer Solutions supports North Fulton Business Radio

About North Fulton Business Radio and host John Ray

Thor Legvold on Nordic Leadership, Purpose, and Pricing (The Price and Value Journey, Episode 141)

Key Takeaways You Can Use from This Episode

Topics Discussed in this Episode

Thor Legvold, Legvold Consulting

John Ray, Host of The Price and Value Journey

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

Connect with John Ray:

Why You’re Really Afraid to Raise Your Prices with John Ray (The Price and Value Journey, Episode 141)

Key Takeaways You Can Use from This Episode

Topics Discussed in this Episode

About The Price and Value Journey Podcast

John Ray, Host of The Price and Value Journey

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

Connect with John Ray:

The Hidden Value of a Home Inspection with Austin Abernathy (North Fulton Business Radio, Episode 889)

Key Takeaways from this Episode

Topics Discussed in this Episode

Austin Abernathy, Founder and Owner, Abernathy Home Inspections

Renasant Bank supports North Fulton Business Radio

Beyond Computer Solutions supports North Fulton Business Radio

About North Fulton Business Radio and host John Ray

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