How Randy Hain Built a Coaching Practice Rooted in Values (The Price and Value Journey, Episode 150)
What does it take to build a thriving executive coaching and leadership firm that reflects your values as much as your ambition?
In this episode of The Price and Value Journey podcast, host John Ray talks with Randy Hain, founder of Serviam Partners, about how he built his coaching practice from the ground up after decades as a senior executive. Randy shares how his corporate career at companies like Waffle House and a national search firm prepared him to launch Serviam, what he learned about risk, client trust, and discernment, and why his guiding principle is to create independence, not dependence, in every coaching relationship.
The discussion covers everything from building a values-based business, forming a long-term partnership with Brandon Smith at The Leadership Foundry, writing twelve books, managing time intentionally, and integrating faith, family, and work.
For anyone building a service-based business, Randy’s story offers a clear model for doing meaningful work without losing yourself in the process.
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
- You don’t need a certification to start if you have experience, credibility, and a track record of results.
- The best marketing is client advocacy; Randy’s 285 LinkedIn recommendations drive his business.
- Clarity, candor, and customization build lasting client trust.
- True coaching helps clients become independent, not reliant on you.
- Partnerships work when they’re built on shared values, clear structure, and mutual respect.
- Time management is a leadership discipline—intentional scheduling makes balance possible.
- Writing sharpens thinking; journaling fuels content that attracts ideal clients.
- Legacy isn’t built with resume lines. It’s the ripple of impact you leave in others.
Topics Discussed in this Episode
00:00 Welcome to The Price and Value Journey podcast
00:48 Introducing Randy Hain: Founder of Serviam Partners
02:27 Randy’s Career Journey: From Retail to Executive Coaching
04:39 The Decision to Pursue Coaching Full-Time
05:59 The Importance of Experience Over Certifications
09:52 The Secret Sauce of Effective Coaching
16:21 The Leadership Foundry: A Unique Partnership
23:09 The Role of Great Virtual Assistants
24:46 Randy’s Writing Journey
28:53 Reflecting on Assumptions and Writing Process
30:03 Journaling and Stimulating Creativity
31:34 Prolific Writing and Publishing Strategies
32:23 Challenges with Traditional Publishing
33:02 Reverse Engineering Content for Books
36:38 The Role of an Editor
38:19 Concerns and Uses of AI in Writing
42:59 Intersection of Faith and Business
46:07 Advice for Younger Professionals
49:22 Legacy and Eulogy Virtues
53:31 Final Thoughts and Closing Remarks
Randy Hain, Serviam Partners and the Leadership Foundry
Randy Hain is the founder and president of Serviam Partners and the co-founder of the Leadership Foundry.
With a successful 30-plus-year career in senior leadership roles, corporate talent, and executive search, Randy is a sought-after executive coach for senior leaders at some of the best-known companies in the U.S. and globally who are seeking candid and expert guidance on how to overcome obstacles to their success or develop new leadership skills.
Randy is also an expert at onboarding senior executives, as well as coaching senior leadership teams to improve trust, alignment, collaboration, and candid communication. His deep expertise as a former senior executive and his years as a proven and successful executive coach for leaders around the world are true areas of differentiation for him and Serviam Partners.
Randy is a husband, father, and active community leader and serves on the boards of the causes he cares about most. He is particularly passionate about elevating autism awareness and investing in the next generation of leaders.
Randy has earned a reputation as a creative business partner and a generous thought leader through his books, articles, and speaking engagements. Randy is the award-winning author of 12 books, including the brand new Practical Virtue: An Actionable Guide to Help You Become a Leader Worth Following.
John Ray, 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 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 deliver to clients and, in turn, more effectively price to receive a portion of that value.
Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.
Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.
If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.
The book is available at all major physical and online book retailers worldwide. Follow this link for further details.
Steve Zylstra serves as president and CEO of the Arizona Technology Council, a role he assumed in 2007. He is responsible for strategy, operations, finance and policy development. Zylstra is a vocal spokesman for the value technology can provide in raising social and economic standards in Arizona.
Karen Nowicki is a successful author, speaker and the creator of Deep Impact Leadership™ and SoulMarks Coaching™. She is a two-time recipient of the prestigious national Choice Award® for her book and personal development retreat. Karen was crowned the first-ever “Mompreneur of the Year” Award in 2010 for the southwestern states. She was recognized for her leadership, business acumen, and work-life balance.
