You Don’t Have to Be Perfect to Be Powerful, with Diana Fritz (The Price and Value Journey, Episode 133)
In this episode of The Price and Value Journey, executive coach and author Diana Fritz shares the story behind her hard-earned wisdom. She talks about how surviving cancer, navigating single parenthood, and leading in high-stakes environments taught her that strength is not about perfection. It is about showing up with honesty, clarity, and conviction, especially when life gets messy.
Diana and host John Ray explore how embracing your own imperfection can make you a more powerful leader and service provider. They discuss emotional resilience, self-leadership, and the quiet confidence that comes from doing the work no one sees. If you have ever felt like you needed to have it all together to lead, sell, or grow your business, this conversation will help you let go of that belief and replace it with something more truthful and lasting.
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.
Diana Fritz, Leadership and Change Consultant
Diana Fritz is a dynamic executive leader, cancer thriver, and passionate advocate for authenticity, resilience, and positive impact.
With over 25 years of experience spanning executive leadership, operations, human resources, business planning, and technology, Diana has built a reputation for fostering teamwork, driving organizational health, and leading with influence, not just a title.
A member of the Maxwell Leadership Executive Program, a Corporate Facilitator, and a Certified DISC Consultant, Diana is dedicated to empowering individuals and organizations through open, engaging, and values-driven leadership. Her mission is to 
create a meaningful impact and ensure every person she encounters feels valued.
Diana is the author of Uniquely Imperfect. Uniquely Qualified: Overcome Adversity, Escape the Imperfection Mentality, and Journey from Self to Serve. In her inspiring book, Diana shares her powerful journey through cancer, blending personal experience with reflection and practical guidance. Her message is both vulnerable and empowering: we all have some “type of cancer,” and our flaws often make us the best leaders and servants. This book encourages readers to navigate emotional and high-stakes decisions with grace, to recognize their inherent value even in the midst of struggle, and to reframe adversity as a source of strength and a light for others.
Beyond her professional achievements, Diana is a devoted wife, mother, and committed volunteer. She thrives on sharing insights about leadership, resilience, and navigating challenges with authenticity.
Key Takeaways from Diana Fritz in this Episode
You don’t have to be perfect to lead with impact. Diana shares how her experiences with cancer, single parenthood, and executive leadership taught her that power comes from showing up honestly, not flawlessly.
Hardship can sharpen your purpose. Instead of weakening her, Diana’s challenges gave her clarity about what matters and how she wanted to lead and serve.
Authenticity builds deeper trust than performance ever will. Clients and teams don’t need polished personas. They need someone who’s real, grounded, and present, even when things are uncertain.
Topics Discussed in this Episode
00:00 Introduction to Diana Fritz
02:38 Diana’s Personal Journey with Cancer
05:55 Mindset and Adversity
09:23 Influence of Viktor Frankl and Stephen Covey
13:10 Applying Lessons in Leadership and Life
16:59 Resilience and Reflection
24:33 The Gold in Our Broken Edges
26:01 Embracing Uniquely Imperfect
28:45 The Power of Authenticity
31:16 Overcoming Self-Doubt
34:03 Redefining Normal
35:09 Confidence in Imperfection
39:47 Practical Tips for Imperfect Leadership
42:13 Connecting with Diana Fritz
About The Price and Value Journey Podcast
The Price and Value Journey is a show for expert-service professionals who want more than formulas and quick fixes. If you’re a solo or small-firm provider—consultant, coach, attorney, CPA, or fractional executive—you know the real work of building a practice goes far beyond pricing. It’s about finding clarity, showing up with confidence, and learning how to express the full value of what you do in ways that clients understand and appreciate.
Hosted by John Ray, business advisor and author of The Generosity Mindset, this podcast explores the deeper journey behind running a services business: how you think about your work, how you relate to clients, and how you sustain a business that’s not only profitable but deeply fulfilling. Yes, we talk pricing, but we also talk mindset, business development, trust, empathy, positioning, and all the intangible ingredients that make a practice thrive.
With solo episodes and conversations featuring thoughtful guests, The Price and Value Journey is a companion for professionals who are building something meaningful. Produced in partnership with North Fulton Business Radio, LLC, an affiliate of Business RadioX®, the podcast is accessible on all major podcast platforms. The complete show archive is here.
John Ray, Host of The Price and Value Journey
John Ray is the host of The Price and Value Journey.
John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.
In his other business, John is a podcast show host, strategist, and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.
John is also the host of North Fulton Business Radio. With over 850 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.
John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices
John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.
If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset™, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.
Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.
Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.
If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.
The book is available at all major physical and online book retailers worldwide. Follow this link for further details.
