Business RadioX ®

Tom Valentine on Supply Chain and Logistics Solutions

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Tom Valentine, Valentine Solutions LLC, on Freight Management, Supply Chain, and Warehousing Solutions (North Fulton Business Radio, Episode 935), with host John Ray
North Fulton Business Radio
Tom Valentine on Supply Chain and Logistics Solutions
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Tom Valentine, Valentine Solutions LLC, on Freight Management, Supply Chain, and Warehousing Solutions (North Fulton Business Radio, Episode 935), with host John Ray

Tom Valentine, Valentine Solutions LLC, on Freight Management, Supply Chain, and Warehousing Solutions (North Fulton Business Radio, Episode 935)

On this episode of North Fulton Business Radio, host John Ray welcomes Tom Valentine, President of Valentine Solutions LLC. Valentine Solutions serves as a channel partner representing over 35 solution providers across supply chain, freight management, warehousing, fulfillment, and AI solutions. The company helps businesses with $10 million and higher in annual revenue solve complex logistics challenges while reducing costs and improving efficiency.

Tom shares how Valentine Solutions helped a healthcare supplement company save nearly $1 million in transportation costs by strategically distributing products from three locations instead of one, cutting delivery times and improving customer service. For a boat manufacturer, his team identified a 27% reduction in freight costs while saving the client 20–25 hours per week in staff time by streamlining their supply chain processes. Tom explains how logistics costs flow directly to the bottom line, impacting EBITDA and company valuation in ways that matter to private equity and business owners planning for exit strategies.

The discussion encompasses the transition from reactive problem-solving to proactive supply chain management, the significance of automation in warehousing, and Valentine Solutions’ ability to tailor its solutions to the specific challenges of each client, rather than providing only generic solutions. Tom emphasizes that his company earns revenue from solution providers, not clients, positioning Valentine Solutions as a true business partner focused on delivering measurable results.

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

  • Valentine Solutions delivers both cost savings and operational efficiency by streamlining supply chain processes, with clients seeing 20-25 hours per week in recovered staff time alongside freight cost reductions
  • Logistics costs are dollar-for-dollar expenses that flow directly to the bottom line, making freight management savings a powerful tool for improving EBITDA and increasing company valuation
  • Strategic distribution from multiple warehouse locations can dramatically reduce transportation costs while improving speed to market and customer service
  • Tom’s business model positions Valentine Solutions as a true partner since the company is compensated by solution providers rather than clients, aligning incentives around delivering measurable results

Topics Discussed in this Episode

00:20 John Ray introduces the show and guest Tom Valentine
02:01 Tom Valentine introduces Valentine Solutions LLC
02:09 Valentine Solutions’ business model as a channel partner representing 35+ solution providers
03:04 Tom’s background and passion for serving others in the logistics industry
04:22 Overview of the logistics umbrella and supply chain complexity
06:03 How Valentine Solutions manages the full supply chain for boat manufacturers
07:08 Coordinating multiple suppliers for complex manufacturing processes
08:14 Working with businesses from $10 million to Fortune 500 companies
09:04 Why most mid-sized manufacturers lack in-house logistics expertise
10:48 Common challenges facing manufacturers in supply chain and distribution
12:08 How the industry constantly changes and requires ongoing monitoring
13:00 Case study of healthcare supplement company saving nearly $1 million in transportation costs
14:41 How Valentine Solutions delivered 27% freight cost savings for boat manufacturer
15:54 A client saved 20-25 hours per week in staff time through process streamlining
17:03 Warehouse automation and workforce solutions for growing businesses
18:31 How Amazon affects warehousing and fulfillment for mid-sized companies
20:48 The impact of logistics savings on EBITDA and company valuation
23:16 How to know when you need logistics help
24:36 Case study of distributing fryer oil to 132 restaurant franchise locations
26:35 How to connect with Valentine Solutions

Tom Valentine, President, Valentine Solutions, LLC

Tom Valentine is the President of Valentine Solutions LLC, a highly regarded channel partner firm representing more than 35 best-in-class logistics, freight management, AI, supply chain, and warehousing and fulfillment solution providers. Since founding Valentine Solutions in 2010, he has helped companies from startups to Fortune 500s across manufacturing, distribution, marine, industrial, and e-commerce sectors solve domestic and global supply chain, freight management, warehousing, and fulfillment challenges by aligning the right best-in-class solution providers to each client’s unique logistics challenge while streamlining and standardizing their processes. Valentine Solutions consistently delivers measurable results, including cost reductions ranging from $50,000 to more than $2 million per client.

Tom’s leadership foundation was built at Marshall Industries, then the 4th-largest semiconductor distributor in the country, where he embraced the principles of Dr. W. Edwards Deming and learned that authenticity, integrity, and relentless customer focus are competitive advantages to successful relationships. He later entered the logistics space in 2002 as Director of Corporate Sales for a fast-growing 3PL, which was acquired by private equity in 2008. He earned his marketing degree and computer science minor from West Liberty University, where he also played quarterback. He has since become a recognized voice in the logistics community speaking on AI, supply chain solutions, resilience, freight management, optimization, tariff strategy, relationship management, and leadership. His insights have been featured on podcasts, webinars, LinkedIn, college campuses, and the popular supply chain media platform Supply Chain Now.

Outside of work, he is a devoted husband of 34 years to his wife Debora, a proud father and grandfather, an avid outdoorsman, and a newly retired middle school quarterbacks coach. His passion is helping others, and he lives by his 8 Fs: Family + Faith + Friends + Freedom + Fishing + Firearms + Food = Fun!

LinkedIn

Valentine Solutions, LLC

Valentine Solutions acts as the ideal solution provider, delivering timely and cost-effective solutions to address logistics challenges while streamlining and standardizing processes. The company typically provides hard dollar savings ranging from $50,000 to $2 million or more. Valentine Solutions represents and serves as a channel partner to 35+ top-tier solution providers to address domestic or global challenges in supply chain, AI, freight management, warehousing, fulfillment, and workforce. The company builds strong and lasting relationships resulting in measurable savings, increased profitability, improved EBITDA and valuation, and staying attached at a higher level of account management to ensure mutual success.

Website | Facebook | Instagram

Renasant Bank supports North Fulton Business Radio

Renasant BankRenasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.

Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube

Beyond Computer Solutions supports North Fulton Business Radio

Whether 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 900 episodes and having featured over 1,400 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 respective markets, communities, and professions. There is no discrimination based on company size, and there is 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, which is recorded inside Renasant Bank in Alpharetta.

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

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

John Ray, The Generosity MindsetJohn 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 author of the five-star-rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

Eric Togneri on Business Valuation and MyBizWorth.com

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Eric Togneri, What is My Biz Worth? and MyBizWorth.com, on Affordable Business Valuations and the "Determine Build Realize" Framework (North Fulton Business Radio, Episode 934), with host John Ray
North Fulton Business Radio
Eric Togneri on Business Valuation and MyBizWorth.com
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Eric Togneri, What is My Biz Worth? and MyBizWorth.com, on Affordable Business Valuations and the "Determine Build Realize" Framework (North Fulton Business Radio, Episode 934), with host John Ray

Eric Togneri, What is My Biz Worth?, on Affordable Business Valuations and the “Determine, Build, Realize” Framework (North Fulton Business Radio, Episode 934)

On this episode of North Fulton Business Radio, host John Ray welcomes Eric Togneri, Founder and CEO of What is My Biz Worth? Eric discusses the importance of business owners knowing the accurate value of their business, noting that 85% of most business owners’ net worth is tied up in their company, yet they often have no idea what it’s worth. He explains how What is My Biz Worth? was created to make valuations accessible and affordable, helping business owners determine, build, and realize the value they’ve created.

Eric shares the backstory of founding What is My Biz Worth? and parent company Neri Capital Partners with his father 20 years ago, and how they evolved from investment banking to supporting business owners throughout their entire business lifecycle. He tells the story of a concrete company owner who thought no one would want to buy his business, only to discover it was worth millions and successfully exit years earlier than planned. Eric reveals that business owners who get intentional about building value can improve their business value by an average of 71% in just 12 months.

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

  • Most business owners have 85% or more of their net worth tied up in their business but have no clear idea what it’s actually worth, relying instead on perception rather than professional valuation
  • Business owners who get intentional about building value using proven tools and frameworks can improve their business value by an average of 71% in just 12 months
  • What is My Biz Worth? offers affordable, market-accurate valuations that help owners understand their business value at any stage, not just when they’re ready to sell
  • The “Determine, Build, Realize” framework guides business owners through understanding current value, improving that value systematically, and ultimately achieving a successful exit

Topics Discussed in this Episode

00:20 John Ray introduces the show and guest Eric Togneri
02:05 Eric Togneri introduces What is My Biz Worth?
02:40 Why most business owners don’t know what their business is worth
03:39 The shocking percentage of net worth tied up in business value
04:33 Eric’s backstory and founding Neri Capital Partners with his father
05:49 Evolution from investment bank to lifecycle business valuation services
06:45 Genesis of What is My Biz Worth?
07:38 Business owners who are shocked positively or negatively by valuation results
09:24 Common misperceptions about business value based on buddy’s sale or arbitrary multiples
11:52 How marketplace realities differ from owner perceptions
14:31 Financial versus strategic buyers and their different value calculations
17:51 The importance of getting a valuation years before selling
20:05 Building transferable value that doesn’t depend solely on the owner
22:14 Examples of value drivers in different industries
25:45 The Determine Build Realize framework explained
29:15 Success story of Boss Concrete owner who exited early after discovering true value
31:43 How to get started with MyBizWorth.com
33:25 Business owners can improve value by 71% in 12 months on average

Eric Togneri, Founder & CEO

Eric Togneri is a passionate entrepreneur and investor with over 20 years of experience in the lower-middle market. Eric founded What is My Biz Worth? to deliver affordable, actionable, market-accurate valuations for business owners who want to know the worth of their most important asset. His goal is to provide solutions that help entrepreneurs determine, build, and realize the value they have created so they can exit on top.

As the CEO and Managing Director of Neri Capital Partners, Eric leverages his expertise in deal origination, investment banking, and consumer products to facilitate successful transactions for owners and investors. He is a Certified Exit Planning Advisor and a co-founder of the Exit Planning Exchange (XPX) Atlanta Chapter, a collaborative network of professional service providers who share a vision of changing the trajectory of exit planning services in the Southeast United States.

Prior to founding Neri Capital Partners and What is My Biz Worth?, Eric had a successful corporate career in health, beauty, and wellness with L’Oreal and Wyeth, representing brands such as Advil, Robitussin, Centrum, and ChapStick. His corporate career culminated in leading Shopper Marketing and Trade Planning for North America Consumer Brands. Eric has a Bachelor’s degree in Marketing from the University of Iowa and an MBA from the University of Pittsburgh. He earned the designation of Certified Exit Planning Advisor in 2008, one of the first 100 advisors worldwide.

LinkedIn

What is My Biz Worth?

What is My Biz Worth? is the trusted source for financial advice and business valuation services. The company specializes in providing accurate, affordable, and actionable business valuations to help owners make informed decisions for their company’s future. The team of experts combines years of experience and over 1,000 valuations with data-driven analysis to give business owners the most reliable valuation possible. What is My Biz Worth? stands out by focusing on trust, expertise, and accuracy. Their commitment to exceptional service and reliable valuations reflects their values, and they provide the tools business owners need to determine, build, and realize the value of their business so they can exit on top. The parent company, Neri Capital Partners, has facilitated over 248 successful exits since its founding. Whether looking to sell a business, secure funding, or simply understand current business value, the What is My Biz Worth? team is ready to help.

Website | Facebook | Instagram

Renasant Bank supports North Fulton Business Radio

Renasant BankRenasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.

Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube

Beyond Computer Solutions supports North Fulton Business Radio

Whether 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 900 episodes and having featured over 1,400 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 respective markets, communities, and professions. There is no discrimination based on company size, and there is 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, which is recorded inside Renasant Bank in Alpharetta.

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

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

John Ray, The Generosity MindsetJohn 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 author of the five-star-rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

Kimberly Draper on IRS Tax Resolution and Tax Planning

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Kimberly Draper, Elite Tax Preparers, on IRS Tax Resolution, Strategic Tax Planning, and Payroll Tax Compliance (North Fulton Business Radio, Episode 933), with host John Ray
North Fulton Business Radio
Kimberly Draper on IRS Tax Resolution and Tax Planning
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Kimberly Draper, Elite Tax Preparers, on IRS Tax Resolution, Strategic Tax Planning, and Payroll Tax Compliance (North Fulton Business Radio, Episode 933), with host John Ray

Kimberly Draper, Elite Tax Preparers, on IRS Tax Resolution, Strategic Tax Planning, and Payroll Tax Compliance (North Fulton Business Radio, Episode 933)

On this episode of North Fulton Business Radio, host John Ray welcomes Kimberly Draper, CEO of Elite Tax Preparers. Kim brings 32 years of IRS experience, including roles as a Revenue Officer and Senior Operations Advisor, to help businesses and individuals navigate tax problems, reduce tax liability, and maintain compliance. As an Enrolled Agent licensed to practice in all 50 states, she provides expert representation before the IRS backed by rare insider knowledge of agency enforcement priorities.

Kim shares how understanding IRS thinking prevents costly mistakes. She details a case where a business owner facing $270,000 in unpaid payroll taxes planned to file bankruptcy, unaware this would not eliminate the debt and would trigger personal liability through trust fund recovery penalties. Kim also explains how she saved an Airbnb property owner $14,000 by properly depreciating furniture and appliances that do-it-yourself software missed, and discusses how working with fraudulent tax preparers can result in 75% fraud penalties when the IRS discovers fabricated credits or deductions. She emphasizes that the IRS prioritizes taxpayer compliance over collections, requiring on-time filing and payment as conditions for installment agreements and offers in compromise.

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

  • Unpaid payroll taxes trigger trust fund recovery penalties that make business owners personally liable, and bankruptcy does not eliminate these debts or stop the IRS from pursuing personal assets
  • The IRS wants compliant taxpayers more than money, requiring on-time filing and payment as conditions for installment agreements, and monitoring taxpayers for five years after accepting offers in compromise
  • Proper asset depreciation and expense tracking through professional bookkeeping can save business owners thousands in taxes that self-preparation software overlooks
  • Working with fraudulent tax preparers results in 75% fraud penalties on top of taxes owed, and the IRS tracks patterns across preparers using their PTIN numbers

Topics Discussed in this Episode

00:20 John Ray introduces the show and guest Kimberly Draper
02:23 Kimberly Draper introduces Elite Tax Preparers
02:32 Services including tax resolution, planning, and preparation
03:09 Kim’s 32-year IRS career and insider perspective
04:04 How Enrolled Agents can represent clients before the IRS
04:35 Case study: $270,000 in unpaid payroll taxes and trust fund penalties
08:17 Why the IRS aggressively enforces payroll tax compliance
09:45 Common misconceptions about the IRS and collections
10:56 The IRS prioritizes compliant taxpayers over putting people in jail
12:27 The biggest mistake: ignoring IRS notices and hoping problems disappear
14:08 How to stay off the IRS radar through compliance and timely filing
15:35 The importance of hiring payroll services and professional bookkeepers
17:24 Case study: $900,000 bookkeeping discrepancy discovered at a family business
18:27 How tax planning identifies savings opportunities
20:03 Case study: Saving a doctor and real estate agent $102,000 annually
20:44 How the IRS monitors Enrolled Agents and tax preparers for fraud patterns
21:41 Case study: Fraudulent energy credits claimed for renters
24:05 When to call a tax professional for help
24:21 Case study: $70,000 incorrect assessment on a proper 401k rollover
26:27 Case study: Saving an Airbnb owner $14,000 through proper asset depreciation
30:36 Contact information for Elite Tax Preparers

Kimberly Draper, CEO

Strategic tax resolution requires more than just knowledge of the law. It requires an understanding of how the IRS thinks. As an Enrolled Agent and retired IRS veteran, Kim Draper’s 32-year IRS career included pivotal roles as a Revenue Officer and Senior Operations Advisor. This enables Kim to possess a rare insider perspective on the agency’s enforcement and strategic priorities.

Kim’s distinguished career is marked by her deep technical expertise in tax adjustments and the complex landscape of IRS collections. She specializes in the management and review of high-level collection cases, including Offers-in-Compromise and sophisticated installment agreements.

Now leading Elite Tax Preparers, she leverages this unique background to provide expert representation, tax resolution, tax return preparation, strategic tax planning, and bookkeeping. Licensed to practice in all 50 states, she is dedicated to navigating the complexities of the tax code with the precision and confidence that only 32 years of insider expertise can provide.

LinkedIn

Elite Tax Preparers

Elite Tax Preparers’ two Enrolled Agents leverage a combined 37 years of IRS career experience to provide expert tax representation, tax resolution, tax return preparation, strategic tax planning, and bookkeeping.

Website | Facebook | Instagram

Renasant Bank supports North Fulton Business Radio

Renasant BankRenasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.

Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube

Beyond Computer Solutions supports North Fulton Business Radio

Whether 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 900 episodes and having featured over 1,400 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 respective markets, communities, and professions. There is no discrimination based on company size, and there is 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, which is recorded inside Renasant Bank in Alpharetta.

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

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

John Ray, The Generosity MindsetJohn 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 author of the five-star-rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

Paul Knowlton on What Adam Smith Actually Said About Greed

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Paul Knowlton on How Misreading Adam Smith Broke Capitalism, Why the "Invisible Hand" Never Meant What You Think, and Whether Generosity Actually Works in Business (The Price and Value Journey, Episode 159), with host John Ray
North Fulton Studio
Paul Knowlton on What Adam Smith Actually Said About Greed
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Paul Knowlton on How Misreading Adam Smith Broke Capitalism, Why the "Invisible Hand" Never Meant What You Think, and Whether Generosity Actually Works in Business (The Price and Value Journey, Episode 159), with host John Ray

Paul Knowlton on How Misreading Adam Smith Broke Capitalism, Why the “Invisible Hand” Never Meant What You Think, and Whether Generosity Actually Works in Business (The Price and Value Journey, Episode 159)

In part one of a two-part conversation, Paul Knowlton, patent attorney and co-author of Better Capitalism: Jesus, Adam Smith, Ayn Rand, and MLK Jr. on Moving from Plantation to Partnership Economics, joins host John Ray on The Price and Value Journey to discuss why 50 years of misreading Adam Smith has broken capitalism and left professionals wondering whether an “others first” mentality actually works anymore.

Paul’s framework addresses something bigger than pricing strategy. It’s about the ethics that govern our entire economic system. Since Milton Friedman declared in 1970 that the only social responsibility of business is to maximize profits, we’ve operated under an extraction-based model that rewards dishonesty, celebrates greed as somehow serving the greater good through market forces, and has made generous professionals question whether their values are just naive. Paul traces this error back to a fundamental misreading of Adam Smith. The “invisible hand” appears exactly once in the 1,000-page Wealth of Nations, and it doesn’t mean selfishness becomes social good through market magic. The actual framework Adam Smith presents in The Theory of Moral Sentiments requires an “impartial spectator” evaluating whether both parties have both their own self-interest AND each other’s self-interest at heart. That’s mutual benefit, not extraction.

This conversation gives you a different lens. Paul explains plantation versus partnership economics, his two-part test (“Do I have my self-interest at heart and do I have your self-interest at heart?”), why chronic underpricing is plantation economics you practice on yourself, his landscaping contractor story showing partnership economics in action, and what his law firm is doing to restructure around sustainability and fulfillment instead of just maximizing profit. If you’ve been immersed in extraction-based thinking for so long that you don’t realize there is an alternative, or if you’re weary of observing dishonest individuals succeed while you question whether generosity is merely foolishness, this episode provides a framework that is both ethical and sustainable.

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

  • Underpricing removes good actors from the marketplace. When you price unsustainably low, you eventually burn out and exit the profession. That’s not generosity. That’s self-imposed plantation economics.
  • Use Paul’s two-part test: “Do I have my self-interest at heart and do I have your self-interest at heart?” You need mutual benefit. If both parties don’t have both their own AND each other’s self-interest at heart, reconsider the arrangement.
  • Adam Smith’s “invisible hand” appears exactly once in the 1,000-page The Wealth of Nations. It doesn’t mean selfishness magically becomes social good. It means pursuing self-interest while considering how your actions appear to an impartial spectator.
  • The impartial spectator asks whether both parties have both their own self-interest AND each other’s self-interest at heart. Adam Smith’s actual framework from The Theory of Moral Sentiments requires mutual benefit, not just individual gain justified by market forces.
  • Partnership economics in action: Paul’s landscaping contractor gave him a price. Paul said, “I am not trying to negotiate your price. I anticipate that you are an exceptional professional who will not compromise on quality. The result? The outcome is exceptional work that doesn’t require Paul to fret po exert much effort.
  • Stanton Law’s mission: “Build a profitable and sustainable firm so that each of us can pursue a fulfilling and satisfying life.” Both parts matter. If the business isn’t sustainable, nobody will be fulfilled. If it’s only about sustainability without fulfillment, what’s the point?

Topics Discussed in this Episode

00:00 Introduction and Overview
00:25 The Generosity Mindset vs. Economic Exploitation
02:56 Introducing Paul Knowlton and His Framework
03:32 The Plantation System in Law Firms
09:44 Defining Plantation Economics
15:46 Partnership Economics Explained
17:29 Adam Smith and the Misinterpretation of His Work
32:57 Applying Ethical Business Practices
38:54 Conclusion and Teaser for Part Two

Paul Knowlton

Paul Knowlton
Paul Knowlton

Paul Knowlton, JD, MDiv, is a pioneering Atlanta attorney, ethicist, and co-founder of the Institute for Better Capitalism, where he champions “partnership economics” as an antidote to exploitative “plantation economics.” Holding a JD from Georgia State University and an MDiv from Mercer University, he transitioned from forensic engineering at Georgia-Pacific to IP law, building a robust practice at firms like Kilpatrick Stockton, co-founding another serving Fortune 500 clients, and teaching as an adjunct professor. This foundation in business law informs his holistic critique of capitalism, blending legal acumen with theological insight to advocate for profitable, ethical systems.

Knowlton’s landmark 2021 book Better Capitalism: Jesus, Adam Smith, Ayn Rand, and MLK Jr. on Moving from Plantation to Partnership Economics, co-authored with Aaron Hedges, reinterprets economic giants to propose reforms in finance, corporations, government, and culture. Endorsed by figures like Walter Brueggemann and David Gushee for its data-driven, values-rich challenge to extremes like laissez-faire absolutism or socialism, the work has sparked dialogue via Cato Institute reviews and Amazon bestseller status. His legal background enables practical proposals, such as relieving sectors for mutual flourishing and making abstract ethics actionable for executives and policymakers.

Today, as Partner Emeritus at Stanton Law LLC, Knowlton integrates his capitalism vision into IP, business succession, nonprofit law, and coaching, while advancing the Institute’s mission through resources, testimonials, and calls for imagination and courage. His efforts—praised for originality by economists and theologians—aim to humanize markets, fostering common good without sacrificing innovation, as seen in his Ubercounsel practice and Georgia Bar wellness initiatives. This balanced legacy positions him as a unique voice at the nexus of law, faith, and economics.

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.

John is a podcast show host 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 900 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 Ray at Barnes & Noble with his book, The Generosity MindsetJohn Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising 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 provide to clients, which allows you to price your services more effectively in order 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 | Email

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Diana Murphy on Navigating Deep Impact Experiences as a Leader

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How High-Capacity Leaders Can Navigate Deep Impact Experiences Without Their Business Falling Apart: Diana Murphy on Moving Beyond the "Push Through" Culture (The Price and Value Journey, Episode 158), with host John Ray
North Fulton Studio
Diana Murphy on Navigating Deep Impact Experiences as a Leader
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How High-Capacity Leaders Can Navigate Deep Impact Experiences Without Their Business Falling Apart: Diana Murphy on Moving Beyond the "Push Through" Culture (The Price and Value Journey, Episode 158), with host John Ray

How High-Capacity Leaders Can Navigate Deep Impact Experiences Without Their Business Falling Apart: Diana Murphy on Moving Beyond the “Push Through” Culture (The Price and Value Journey, Episode 158)

Diana Murphy, a certified life coach who works with high-capacity leaders, joins host John Ray on The Price and Value Journey to discuss navigating deep impact experiences. These are the moments that shake your sense of who you are—divorce, illness, losing someone you love, but also changes that are supposed to be good news like retiring, selling your business, or leaving corporate to start your practice.

Diana explains why these experiences create disorientation rather than just stress, what happens when high-capacity people hit their tipping point, and why the “push through” culture most leaders have been rewarded for is exactly the wrong approach. The first steps involve honoring the gravity of your experiences, recognizing when you need outside support, and understanding why investing time in emotional work yields significant clarity and groundedness.

Diana also explains why service professionals whose expertise is mental need this work most, how disruption affects your ability to serve clients, and why the advisors who take the best care of themselves grow the best businesses. This episode will help you recognize when you or someone on your team needs support and see why slowing down to process emotions actually leads to better business decisions.

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

  • Deep impact experiences create disorientation, not just stress. When high-capacity leaders hit their tipping point, they wake up every day and things aren’t like they’ve been.
  • The “push through” culture fails during deep impact experiences. Grief, despair, and deep sadness can’t be pushed through without consequences like burnout or shutdown.
  • Even good changes create identity shifts. Even though you choose to retire, sell your business, or leave corporate, these changes often bring unexpected grief and disorientation.
  • Honor the gravity of your situation instead of rushing to feel better. You don’t need positive emotions to make good decisions.
  • Get resources when you’re overwhelmed. High-capacity people often wait too long because they think they should handle it themselves.
  • The investment of time in emotional work multiplies your clarity. When you process and stay grounded in your values, every decision you make has a longer-range impact.
  • Service professionals, whose expertise lives in their heads, need this work most. When you’re disrupted emotionally, your ability to serve clients suffers.

Topics Discussed in this Episode

00:00 Introduction
01:02 Meet Diana Murphy: Life Coach for High-Capacity Professionals
01:59 Understanding Deep Impact Experiences
04:34 Disorientation vs. Stress
06:09 Patterns in Deep Impact Situations
10:01 Identity Shifts in Positive Changes
17:19 Cultural Challenges in Honoring Grief
20:26 Supporting Others Through Deep Impact Experiences
22:04 The Power of Presence in Supportive Relationships
24:03 Personal Growth Through Coaching and Self-Care
24:50 Understanding the ‘Both-And’ Experience
28:44 Processing Emotions for Personal and Professional Growth
31:38 Honoring the Gravity of Life’s Challenges
34:34 Balancing Excitement and Grief in New Ventures
37:43 Practical Steps for Business Owners in Crisis
42:01 The Importance of Self-Care for Service Professionals
44:53 Conclusion and Contact Information

Diana Murphy, Diana Murphy Coaching

Diana Murphy
Diana Murphy

Diana Murphy is a life and mindset coach for CEOs and high-impact leaders who want to lead with integrity and heart while reclaiming their well-being and relationships. Through her firm, Diana Murphy Coaching, she helps clients move from overwhelm and constant firefighting into grounded, intentional, and strategic leadership, with a focus on honoring their own needs rather than self-sacrifice.

​Drawing on her certified training with The Life Coach School and equity-centered coaching foundations, Diana guides leaders through major personal and professional transitions, helping them build emotionally resilient, values-driven lives and businesses. Her work centers on developing self-awareness without self-judgment, navigating emotions, making intentional decisions, and creating sustainable rhythms between work and life.

​Based in the Atlanta area, Diana supports clients through private coaching, live events, and The Leader’s Table podcast, where she hosts powerful conversations for leaders who are learning that success does not have to come at the cost of their health or closest relationships.

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.

John is a podcast show host 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 900 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 Ray at Barnes & Noble with his book, The Generosity MindsetJohn Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising 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 provide to clients, which allows you to price your services more effectively in order 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 | Email

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Loraine DiSalvo on Estate Planning for Business Owners

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Loraine DiSalvo, Morgan & DiSalvo, on Estate Planning, Business Succession, and Blended Families (North Fulton Business Radio, Episode 932), with host John Ray
North Fulton Business Radio
Loraine DiSalvo on Estate Planning for Business Owners
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Loraine DiSalvo, Morgan & DiSalvo, on Estate Planning, Business Succession, and Blended Families (North Fulton Business Radio, Episode 932), with host John Ray

Loraine DiSalvo, Morgan & DiSalvo, on Estate Planning, Business Succession, and Blended Families (North Fulton Business Radio, Episode 932)

On this episode of North Fulton Business Radio, host John Ray welcomes Loraine DiSalvo, partner at Morgan & DiSalvo, an Alpharetta law firm specializing in estate planning and trust administration. Loraine discusses the critical importance of proactive estate planning, particularly for business owners facing potential private equity sales or succession challenges. She explains how failing to plan before a business sale can significantly limit tax mitigation options and result in substantial estate tax exposure above the $15 million per person exemption.

Loraine addresses the complexities of estate planning for blended families, noting that no two situations are alike and emphasizing the value of open family discussions before death to prevent conflicts during grief. She also highlights a common misconception that both singles and married couples without children have simple estate planning needs, when in fact they often face complex decisions about beneficiaries beyond the typical spouse and children. The conversation covers succession planning for businesses where the next generation is not interested in taking over, the importance of having proper authority structures in place, and the various life events that should trigger an estate plan review.

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

  • Business owners considering or approached about private equity sales should complete estate planning before any sale offer materializes, as proximity to a sale makes it increasingly difficult to support lower valuations for tax mitigation purposes.
  • Georgia’s probate process can be quick and inexpensive with a well-drafted will, but inadequate documents can require tracking down distant relatives for consent and result in significantly higher costs and delays.
  • Blended families benefit from open discussions about estate plans while the parents are alive, helping family members understand decisions and reducing the likelihood of disputes during grief.
  • Singles and married couples without children often face more complex estate planning decisions than those with traditional family structures, as they must thoughtfully determine beneficiaries beyond the typical spouse and children.

Topics Discussed in this Episode

00:20 John Ray introduces the show and guest Loraine DiSalvo
02:26 Loraine DiSalvo discusses her background and how she became interested in tax and estate planning law
05:05 The importance of estate planning for successful business owners and the consequences of failing to plan
07:17 How well-drafted wills streamline Georgia’s probate process versus inadequate documents
08:23 Common estate planning issues for business owners
09:09 Estate tax planning strategies for business owners facing private equity sales
11:03 The critical importance of timing estate planning before accepting sale offers
12:02 How Loraine helps clients navigate complex estate planning decisions and options
14:07 Business succession planning when children are not interested in taking over
15:08 The consequences when business owners fail to plan for succession
17:15 Balancing estate distributions when one child is in the business and others are not
17:37 Estate planning complexities for blended families
20:58 The value of family discussions about estate plans to prevent post-death conflicts
22:29 Loraine’s role in educating clients and raising what-if questions
23:03 Common misconceptions about intestate succession for married couples
24:19 Why singles and childless couples often face complex estate planning decisions
26:15 Life events that should trigger a call to an estate planning attorney
28:21 The importance of periodic estate plan reviews as life circumstances change
30:02 Success stories, including helping families with disabled members maintain Medicaid benefits
32:37 Using Georgia’s year support law to protect surviving spouses from creditor claims
34:18 How to connect with Morgan & DiSalvo for a no-charge estate planning consultation

Loraine DiSalvo, Partner, Morgan & DiSalvo, P.C.

Loraine DiSalvo, as heard on North Fulton Business Radio with host John Ray
Loraine DiSalvo

Loraine DiSalvo has been practicing law in Georgia since 1997. Loraine is a partner with Morgan & DiSalvo, P.C., the Alpharetta law firm dedicated to helping individuals and families plan and prepare for the many changes that life brings.

Loraine’s areas of concentration include estate planning, probate, estate administration, trust administration, tax planning, and charitable gift planning. She specializes in addressing the unique needs of blended and non-traditional families as well as same-sex couples.

Loraine is a member of the Stonewall Bar Association, the Georgia Bar Association, the American Bar Association, the Atlanta Bar Association, the Georgia Association for Women Lawyers, the Atlanta Estate Planning Council and the Estate Planning Council of North Georgia. She is a past Chair and past member of the Board of Directors of the Atlanta Bar Association’s Estate Planning and Probate Section, a past member of the CLE Board of Trustees for the Atlanta Bar Association and a past member of the North Fulton Bar Association.

Loraine has almost completed her two-year term as President of the Estate Planning Council of North Georgia, which began in 2024. She previously served as their VP of Programs in 2022 and 2023. She also serves as the Editor-in-Chief of The Mortmain, which is published by the Estate Planning and Probate Section for its members. Loraine spent two consecutive years as President of the Professional Women’s Information Network (ProWIN), an organization that provides networking, educational, and charitable opportunities for entrepreneurial and professional women in the metropolitan Atlanta area. Prior to becoming President of ProWIN, she spent three years as Treasurer and one year as President-Elect. After her two years as President, followed by a year as Immediate Past President and another year as a Member-at-Large on the ProWIN Board of Directors, Loraine left the Board of Directors and served on ProWIN’s Advisory Board.

An Atlanta native, Loraine graduated cum laude from Georgia State University and earned her J.D. degree, with distinction, from Emory University. Loraine has one adopted daughter and two grandchildren. She lives in Sandy Springs with her husband, Anthony, and enjoys riding motorcycles and using her expertise as a trained auto mechanic to work on their multiple cars and bikes.

LinkedIn

Morgan & DiSalvo, P.C.

Morgan & DiSalvo, P.C. is a boutique estate planning law firm based in Alpharetta, Georgia, focused on providing highly personalized guidance to individuals and families navigating wills, trusts, and broader estate and tax planning needs. The firm prioritizes clear, customized plans over generic documents, assisting clients in addressing issues like probate, estate and gift tax planning, trust administration, and elder and disability-related matters as life circumstances evolve.

Founded in 1995 and led by attorneys Richard Morgan and Loraine DiSalvo, the firm has developed a reputation for attentive client service, compassion, and technical depth in trusts and estates work, earning top-tier ratings from multiple legal rating services and recognition as a Tier 1 firm in Georgia for Trusts & Estates Law. With a small team of attorneys and paralegals, Morgan & DiSalvo positions itself as a long-term partner for North Metro Atlanta families, guiding them through planning, administration, and dispute resolution to protect legacies and minimize burdens on beneficiaries.

Website | LinkedIn

Renasant Bank supports North Fulton Business Radio

Renasant BankRenasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.

Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube

Beyond Computer Solutions supports North Fulton Business Radio

Whether 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 900 episodes and having featured over 1,400 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 respective markets, communities, and professions. There is no discrimination based on company size, and there is 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, which is recorded inside Renasant Bank in Alpharetta.

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

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

John Ray, The Generosity MindsetJohn 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 author of the five-star-rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

 

 

Etinosa Agbonlahor on Why Smart Pricing Starts with Psychology

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Etinosa Agbonlahor on Why Smart Pricing Starts with Psychology, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
Etinosa Agbonlahor on Why Smart Pricing Starts with Psychology
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Etinosa Agbonlahor on Why Smart Pricing Starts with Psychology, on The Price and Value Journey podcast with host John Ray

Etinosa Agbonlahor on the Behavioral Economics of Pricing: Why Service Providers Underprice, How Money Scripts Control Your Fees, and the Psychology Behind Premium Pricing That Converts (The Price and Value Journey, Episode 157)

Service providers avoid pricing conversations for the same psychological reasons consumers avoid checking their bank balances. Etinosa Agbonlahor spent a decade as Director of Behavioral Research at Fidelity Investments studying financial avoidance, and now she applies those insights to help consultants, coaches, and professional service providers fix their pricing.

In this conversation with host John Ray, Etinosa reveals the three main reasons service providers underprice: lack of confidence in their value, the dangerous habit of anchoring to competitor pricing, and the fear that clients are scrutinizing every price change. She shares research showing that customers can’t even remember what they paid for items they just bought, yet service providers operate as if clients are tracking every dollar. Etinosa explains how premium pricing can actually attract better clients, why doing nothing with your pricing has real costs, and how to use pricing as a steering wheel rather than just a revenue engine. She also provides practical first steps for service providers stuck in the knowledge-action gap around pricing.

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

  • Your confidence level shows up directly in your pricing as a business owner, whether you want it to or not.
  • Copying competitor pricing is dangerous because you don’t know if your competitors are leaving money on the table, if their pricing is right, or if they deliver the same value you do.
  • Most customers aren’t as price-sensitive as you fear. Research shows more than half of shoppers couldn’t remember the cost of items they had just put in their cart.
  • Premium pricing can attract better clients who associate higher prices with higher quality. Some prospects won’t work with you because low prices signal you won’t deliver the value they need.
  • The cost of pricing inertia compounds over years. Doing nothing costs you clients who thought your prices were too low, growth opportunities, higher margins, and time you could have taken off.
  • Use pricing as a steering wheel, not just a revenue engine. Design your prices to influence how customers choose, what packages you offer, and how you position yourself against competition.
  • Talk to your customers about what they value in working with you, including the softer things like responsiveness and friendliness, then crystallize those value conversations into pricing decisions.

Topics Discussed in this Episode

00:00 Introduction and Guest Introduction
01:29 Understanding Behavioral Economics
02:47 Psychology of Pricing
04:24 Common Pricing Mistakes
10:21 Money Scripts and Their Impact
18:54 Unlearning Money Scripts
20:59 Scarcity Mindset and Environmental Influence
23:43 Self-Reflection for Business Growth
24:17 Understanding Regret Aversion in Pricing
26:04 The Ostrich Effect and Business Margins
28:29 Positive Reinforcement vs. Shame in Pricing
30:43 The Psychology of Discounted Pricing
34:10 Behavioral Pricing Tactics
36:39 The Journey of Pricing Strategy
38:14 Bridging the Knowledge-Action Gap
42:11 Counterintuitive Insights in Behavioral Economics
44:13 Final Thoughts and Contact Information

Etinosa Agbonlahor

Etinosa Agbonlahor, CEO, Decision Alpha
Etinosa Agbonlahor, CEO, Decision Alpha

Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral pricing firm that helps businesses improve pricing for growth, traction, and stronger perceived value.

Passionate about helping people live healthier financial lives, she brings over a decade of experience working across the U.S., Australia, Africa, and the U.K.—shaping pricing, engagement, and customer behavior strategy for global financial institutions and venture-backed startups.

MarketWatch, Morningstar, and other leading platforms have featured her work, highlighting her focus on how behavior drives financial outcomes.

Etinosa is the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations.

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.

John is a podcast show host 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 900 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 Ray at Barnes & Noble with his book, The Generosity MindsetJohn Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising 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 provide to clients, which allows you to price your services more effectively in order 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 | Email

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

 

Dale Cardwell, TrustDALE, on Protecting Consumers from Fraud

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Dale Cardwell, TrustDALE, on Consumer Fraud Prevention and Choosing Trustworthy Service Providers (North Fulton Business Radio, Episode 931), with host John Ray
North Fulton Business Radio
Dale Cardwell, TrustDALE, on Protecting Consumers from Fraud
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Dale Cardwell, TrustDALE, on Consumer Fraud Prevention and Choosing Trustworthy Service Providers (North Fulton Business Radio, Episode 931), with host John Ray

Dale Cardwell, TrustDALE, on Consumer Fraud Prevention and Choosing Trustworthy Service Providers (North Fulton Business Radio, Episode 931)

On this episode of North Fulton Business Radio, host John Ray welcomes Dale Cardwell, consumer investigator and founder of TrustDALE. Dale moved to Atlanta in 1996 to work as Clark Howard’s producer at WSB-TV Channel 2, where he spent three years helping consumers who had been taken advantage of. Frustrated by only exposing problems after the fact, Dale created TrustDALE in 2009 to prevent consumer fraud before it happens. The company certifies home service providers using a seven-point standard and backs each certified company with a $10,000 guarantee.

Dale shares his FAST FUNDS FOUND DEAL acronym to help consumers identify potential scams based on emotional triggers rather than trying to recognize constantly evolving fraud tactics. He explains how TrustDALE serves as a purchasing resource rather than a shopping site, with 28% of visitors contacting certified companies while on the site, compared to typical conversion rates of 1.5–2% for commerce websites. Dale has helped serve approximately 2.5 million North Georgians and recovered $1.6 million for consumers who hired non-certified companies.

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

  • Dale Cardwell created TrustDALE after seeing the same six consumer fraud patterns repeatedly while working as Clark Howard’s producer at Channel 2
  • The FAST FUNDS FOUND DEAL acronym helps consumers identify potential scams based on emotional red flags: urgency to pay, promises too good to be true, and difficulty finding the business
  • TrustDALE certifies home service companies using a seven-point standard backed by a $10,000 guarantee, with 28% of website visitors becoming leads compared to typical 1.5-2% conversion rates
  • Over 16 years, TrustDALE has served approximately 2.5 million North Georgians and recovered $1.6 million for consumers defrauded by non-certified companies

Topics Discussed in this Episode

00:20 John Ray introduces the show and guest Dale Cardwell
02:09 Dale Cardwell discusses his background as Clark Howard’s producer at Channel 2, WSB Atlanta
03:08 The six common problems consumers face when hiring home service providers
03:29 Creating the seven-point certification standard and $10,000 guarantee in 2009
04:28 Why there is no consumer police to help victims of fraud
06:43 Introduction to the FAST FUNDS FOUND DEAL acronym for identifying scams
08:08 The DEAL acronym: Documentation, Endorsement, Authority, and Litigation
11:27 How to verify company credentials including insurance and business licenses
14:43 Checking online reviews and distinguishing real reviews from fake ones
17:46 The difference between Better Business Bureau ratings and TrustDALE certification
20:56 How TrustDALE prevents problems rather than just reporting them
25:16 How companies pay for TrustDALE endorsement and the value proposition
26:01 Success stories showing 28% conversion rate versus typical 1.5-2% rates
27:46 How to use TrustDALE.com and register purchases for the guarantee
29:07 Importance of contacting companies directly through the TrustDALE website

Dale Cardwell, TrustDALE

Dale Cardwell, TrustDALE, on North Fulton Business Radio with host John Ray
Dale Cardwell, TrustDALE

Dale Cardwell is a six-time Emmy Award-winning journalist, consumer fraud investigator, and founder of TrustDALE.

His career began at WKAG in Hopkinsville, Kentucky, and included prominent investigative roles at CBS affiliates in Birmingham, Alabama; WRAL-TV in Raleigh; and WSMV-TV in Nashville. In 1996, Dale joined WSB-TV in Atlanta, the number one station in the nation’s ninth-largest television market, where he teamed up with consumer advocate Clark Howard. Together they formed one of the nation’s most successful consumer reporting teams. Dale’s investigative work saved Georgians tens of millions of dollars and led to the jailing of some of Atlanta’s most notorious politicians.

In 2009, Dale founded TrustDALE, a free online research and referral site that certifies companies based on a seven-point investigative standard developed from over 30 years of analyzing how consumers get defrauded. Dale also hosts Inside Investigations, a weekly program airing in over 100 television markets across the country.

He and his wife, Angie, a hospice nurse, have raised two grown children and make their home in DeKalb County, Georgia.

LinkedIn

TrustDALE

TrustDALE is a consumer protection service founded in 2009 by six-time Emmy Award-winning consumer investigator Dale Cardwell. The company connects consumers with certified, high-quality home service companies through a transparent seven-point investigative process.

TrustDALE certifies service providers in categories including plumbing, electrical, HVAC, roofing, tree services, and many others. Every certified company signs an agreement placing Dale in charge of resolving disputes through the $10,000 Make It Right Guarantee for home services and the $25,000 Make It Right Guarantee for commercial services.

The platform operates as a purchasing resource rather than a shopping site, achieving a 28% conversion rate compared to typical commerce website rates of 1.5-2%.

Since its founding, TrustDALE has expanded from Atlanta to Tampa, Dallas-Fort Worth, Nashville, Birmingham, and now serves consumers nationwide. The company has helped approximately 2.5 million consumers make informed decisions and has recovered $1.6 million for consumers defrauded by non-certified companies.

Website | Facebook | Instagram | LinkedIn

Renasant Bank supports North Fulton Business Radio

Renasant BankRenasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.

Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube

Beyond Computer Solutions supports North Fulton Business Radio

Whether 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 900 episodes and having featured over 1,400 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 respective markets, communities, and professions. There is no discrimination based on company size, and there is 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, which is recorded inside Renasant Bank in Alpharetta.

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

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

John Ray, The Generosity MindsetJohn 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 author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

James Daniel on Financial Planning and Tax Strategies

by

James Daniel, The Advisory Firm, on Comprehensive Financial Planning, Tax Strategies, and Planning for Retirement (North Fulton Business Radio, Episode 930), with host John Ray
North Fulton Business Radio
James Daniel on Financial Planning and Tax Strategies
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James Daniel, The Advisory Firm, on Comprehensive Financial Planning, Tax Strategies, and Planning for Retirement (North Fulton Business Radio, Episode 930), with host John Ray

James Daniel, The Advisory Firm, on Comprehensive Financial Planning, Tax Strategies, and Planning for Retirement (North Fulton Business Radio, Episode 930)

On this episode of North Fulton Business Radio, host John Ray welcomes James Daniel, owner of The Advisory Firm in Alpharetta. James discusses his journey from electrical engineer to day trader to financial planner, sharing how his father’s experience losing 30% of his retirement savings in the 2000-2002 bear market shaped his planning-focused approach.

James explains his unique practice model that combines financial planning, investment management, and tax preparation under one roof. As an IRS enrolled agent, he provides clients with integrated tax planning throughout the year rather than just transactional tax preparation. He discusses the importance of stress testing retirement plans against different market scenarios, particularly after 16 years of strong bull market returns, and why sequence of returns risk matters more than most people realize.

The conversation covers James’ fee-only fiduciary model, how he helps clients navigate financial noise from social media, and his approach to working with both young professionals and retirees. He emphasizes reverse engineering financial goals and building comprehensive strategies that address investments, taxes, insurance, cash flow, and estate planning.

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

  • James’ father lost 30% of his retirement savings in the 2000-2002 bear market after being placed in highly-rated technology mutual funds, which prompted James to focus on comprehensive retirement planning rather than just investment selection.
  • The Advisory Firm offers a unique “personal CFO” model that combines financial planning, investment management, and tax preparation, allowing clients to work with one professional who understands their complete financial picture and can provide integrated strategies.
  • After 16 years of strong bull market returns, James advises clients to stress test their retirement plans against different scenarios and be realistic about future return expectations, particularly regarding sequence of returns risk when stepping into retirement.
  • James operates as a fee-only fiduciary, which eliminates sales pressure and product commissions, allowing clients to engage for just financial planning if that’s all they need, or add investment management and tax services as appropriate.

Topics Discussed in this Episode

00:20 John Ray introduces the show and guest James Daniel
02:06 James Daniel introduces The Advisory Firm and his financial planning approach
02:51 James’ backstory from electrical engineer to day trader to financial advisor
04:08 His father’s retirement experience and losing 30% in the 2000-2002 bear market
05:31 Learning the business and starting his own practice in 2006
06:20 Lessons from the dot-com bubble and 2008 recession
08:39 James’ engineering background and how process thinking applies to financial planning
09:31 His strategy development approach and reverse engineering financial goals
10:28 What makes James different from other financial planners
11:51 Incorporating tax preparation into his practice
13:25 The value of holistic tax planning versus transactional tax prep
15:43 Current market conditions and advising clients in early 2026
17:30 Walking clients through the retirement decision
19:31 Different ways to work with James and his services
21:23 Starting with a financial plan before managing investments
23:05 When to call a financial planner
23:54 Navigating financial advice on social media
24:39 Success stories from his practice
27:32 Contact information for The Advisory Firm

James Daniel, Founder and CEO, The Advisory Firm, LLC

James Daniel, Founder and CEO, The Advisory Firm, LLC, on North Fulton Business Radio
James Daniel

James is a former engineer, stock trader, brokerage financial advisor and for the past 20 years owner of The Advisory Firm LLC, a fee-only financial planning practice in Alpharetta.

James helps clients with developing their financial life plans with a focus on retirement planning. He personally manages the investment strategy for over $100 million for his clients and does in excess of 100 tax returns annually.

LinkedIn

The Advisory Firm LLC

The Advisory Firm is a fee-only fiduciary financial planning practice in Alpharetta. The firm offers comprehensive financial planning, investment management, and tax preparation services, providing what James Daniel calls a “personal CFO” approach for clients. As an IRS enrolled agent, James integrates tax planning with retirement planning and investment strategy, allowing clients to work with one professional who understands their complete financial picture. The firm serves both young professionals building wealth and retirees managing their financial futures.

Website

Renasant Bank supports North Fulton Business Radio

Renasant BankRenasant Bank has humble roots, having started in 1904 as a $100,000 bank located in a Lee County, Mississippi, bakery. Since then, Renasant has grown into one of the Southeast’s strongest financial institutions, boasting over $26 billion in assets and more than 280 offices offering banking, lending, wealth management, and financial services throughout the region. All of Renasant’s success stems from the commitment of each banker to invest in the communities they serve, which in turn helps them better understand the people they serve. At Renasant Bank, their banking professionals understand you because they work and live alongside you every day.

Website | LinkedIn | Facebook | Instagram | X (Twitter) | YouTube

Beyond Computer Solutions supports North Fulton Business Radio

Whether 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 900 episodes and having featured over 1,400 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 respective markets, communities, and professions. There is no discrimination based on company size, and there is 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, which is recorded inside Renasant Bank in Alpharetta.

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

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

John Ray, The Generosity MindsetJohn 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 author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

Our Mission

We help local business leaders get the word out about the important work they’re doing to serve their market, their community, and their profession.

We support and celebrate business by sharing positive business stories that traditional media ignores. Some media leans left. Some media leans right. We lean business.

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