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How to Publish a Book and Build Authority with Angela DeCaires

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How to Publish a Book and Build Authority with Angela DeCaires, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
How to Publish a Book and Build Authority with Angela DeCaires
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How to Publish a Book and Build Authority with Angela DeCaires, on The Price and Value Journey podcast with host John Ray

How to Publish a Book and Build Authority with Angela DeCaires (The Price and Value Journey, Episode 145)

For many professional service providers, writing a book is more than just a dream. Becoming the author of a well-crafted book is one of the most effective ways to establish authority, strengthen client trust, and create new opportunities. Yet the world of publishing can feel confusing and overwhelming. Should you self-publish, go hybrid, or pursue a traditional deal? How much time and money should you expect to invest? And what are the most common mistakes first-time authors make?

In this episode of The Price and Value Journey, John Ray welcomes Angela DeCaires, CEO of BookLogix, a non-traditional publishing company based in Alpharetta, Georgia. Angela has guided countless authors through every stage of the publishing process, and she shares her insights on what it really takes to turn your expertise into a professional book that supports your business and your brand.

Angela explains why a book enhances credibility far beyond a LinkedIn profile or a polished website, the mindset shifts needed to get from “I want to write a book” to actually finishing it, and why editing and design are non-negotiables if you want your book to carry weight with clients. She also unpacks the realities of book sales versus the far greater return that comes from speaking engagements, consulting opportunities, and client trust. Angela also discusses how artificial intelligence is affecting publishing, both where it can help authors and where its limits and risks show up.

If you’ve ever thought about writing a book but weren’t sure where to start, or whether it’s worth the effort, this conversation will give you direction and the encouragement to move forward.

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

Key Takeaways You Can Use from This Episode

  • Writing a book cements your authority and credibility in ways no website or LinkedIn profile can.
  • Most conferences and speaking events expect authors to have a published book—they literally want it in the room.
  • Don’t underestimate editing and design. A well-written book with a poor cover or structure undermines your credibility.
  • The average nonfiction book sells only a few hundred copies; the real value is in how the book builds your practice and opens doors.
  • Fear and self-doubt derail many would-be authors. Start by getting ideas out of your head and onto paper—or use dictation, recordings, or a book coach.
  • Be clear on your audience: the narrower and more defined your “tribe,” the more effective your book will be.
  • AI is changing publishing: it can be a useful tool for editing and brainstorming, but authors must understand its limits and the restrictions around using AI-generated content.

Topics Discussed in this Episode

00:00 Introduction to The Price and Value Journey
00:11 The Dream and Reality of Publishing a Book
01:16 Introducing Angela DeCaires and BookLogix
03:00 The Importance of Writing a Book for Credibility
05:56 Challenges and Mindset of Aspiring Authors
11:53 The Financial Realities of Publishing
12:59 Marketing Strategies for Your Book
17:20 The Role of Editing and Design
20:01 Navigating AI in the Publishing World
26:00 Understanding Non-Traditional Publishing
27:25 Navigating the Overwhelming World of Publishing
29:17 Red Flags to Watch Out For in Publishing
31:03 The Role of Marketing in Book Success
32:44 Collaborative Approaches to Book Marketing
38:01 Reviving and Refreshing Older Books
41:52 Using Books as Business Development Tools
44:04 Common Mistakes Authors Make
46:05 The Impact of AI on Book Credibility
47:28 Success Stories and Final Thoughts

Angela DeCaires, CEO, BookLogix

Angela DeCaires, CEO, BookLogix, on The Price and Value Journey podcast with host John Ray
Angela DeCaires, CEO, BookLogix

Angela DeCaires is the CEO of BookLogix, an Atlanta-based publishing company dedicated to helping authors from all backgrounds publish, market, and sell their books. With a strong background in public relations, writing, broadcasting, and journalism, Angela began her career as a TV news producer and news writer in New York before moving into public relations roles for health systems in Florida and New York. She holds a BA in Communication/Journalism from St. John Fisher University and has held previous roles at BookLogix, including Director of Publishing and Marketing & Communications Manager.

Under Angela’s leadership, BookLogix has become known for offering comprehensive publishing support, including project management, editing, design, printing, and marketing services tailored to each author’s needs. Angela is passionate about educating authors on the nontraditional publishing industry and is a frequent speaker at writers’ conferences and publishing events. Her extensive industry experience and commitment to author success have helped position BookLogix as a trusted resource for writers seeking to publish high-quality, market-ready books.

Connect with Angela: LinkedIn | Connect with BookLogix: Website | LinkedIn | Facebook

John Ray, Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

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

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Richard W. Smith on Moving from Price Taker to Price Setter, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
Richard W. Smith on Moving from Price Taker to Price Setter
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Richard W. Smith on Moving from Price Taker to Price Setter, on The Price and Value Journey podcast with host John Ray

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

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

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

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

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

Key Takeaways You Can Use from This Episode

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

Topics Discussed in this Episode

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

Richard W. Smith, GSJ Consulting

Richard W. Smith, GSJ Consulting
Richard W. Smith, GSJ Consulting

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

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

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

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

Website | LinkedIn

John Ray, Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Heartspoken Notes for Genuine Connection | Elizabeth Cottrell

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

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

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

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

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

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

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

Key Takeaways You Can Use from This Episode

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

Topics Discussed in this Episode

HEARTSPOKEN: How to Write Notes that Connect, Comfort, Encourage, and Inspire by Elizabeth Cottrell00:00 Introduction and Guest Introduction
02:41 Elizabeth Cottrell’s Background and Book
04:10 The Power of Personal Notes
06:55 Heartspoken Movement and Its Impact
16:20 Overcoming Hesitations in Note Writing
26:54 Expressing Sympathy: Finding the Right Words
28:59 The Power of Empathy and Compassion
29:40 Heartspoken Notes: Hugs by Mail
30:29 Avoiding Common Pitfalls in Sympathy Notes
32:32 The Swipe File: Collecting Beautiful Phrases
33:30 Using AI to Enhance Your Writing
34:17 Notes as a Public Gratitude Journal
36:48 The Therapeutic Power of Helping Others
38:46 Keeping a Record of Your Correspondence
42:07 Setting and Achieving Note-Writing Goals
47:02 The Generosity Mindset in Business
48:44 Connecting with Elizabeth Cottrell
50:06 Final Thoughts and Special Offers

Elizabeth Cottrell

Elizabeth Cottrell
Elizabeth Cottrell

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

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

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

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

Website | LinkedIn | Amazon

John Ray, Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Thor Legvold on Nordic Leadership, Purpose, and Pricing

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Thor Legvold on Nordic Leadership, Purpose, and Pricing, on The Price and Value Journey podcast with John Ray
North Fulton Studio
Thor Legvold on Nordic Leadership, Purpose, and Pricing
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Thor Legvold on Nordic Leadership, Purpose, and Pricing, on The Price and Value Journey podcast with John Ray

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

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

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

Topics covered include:

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

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

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

Key Takeaways You Can Use from This Episode

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

Topics Discussed in this Episode

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

Thor Legvold, Legvold Consulting

Thor Legvold, Legvold Consulting
Thor Legvold, Legvold Consulting

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

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

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

Website | LinkedIn

John Ray, Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

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

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Why You're Really Afraid to Raise Your Prices with John Ray, on The Price and Value Journey podcast
North Fulton Studio
Why You're Really Afraid to Raise Your Prices with John Ray
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Why You're Really Afraid to Raise Your Prices with John Ray, on The Price and Value Journey podcast

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

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

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

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

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

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

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

Key Takeaways You Can Use from This Episode

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

Topics Discussed in this Episode

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

About The Price and Value Journey Podcast

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

The Price and Value Journey Podcast with host John RayHosted 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, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Why Value Pricing Still Feels Hard with Alastair Dryburgh

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Why Value Pricing Still Feels Hard with Alastair Dryburgh, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
Why Value Pricing Still Feels Hard with Alastair Dryburgh
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Why Value Pricing Still Feels Hard with Alastair Dryburgh, on The Price and Value Journey podcast with host John Ray

Why Value Pricing Still Feels Hard with Alastair Dryburgh (The Price and Value Journey, Episode 140)

Value pricing sounds great in theory. So why does it often fall flat in practice?

In this episode of The Price and Value Journey, pricing strategist and author Alastair Dryburgh joins host John Ray to explore the gap between creating value and getting paid for it. Many professionals know they should price based on results, not time. But when it comes to presenting the proposal, the conversation often unravels.

Alastair shares what’s missing from traditional value pricing advice. He explains how to help clients recognize your impact, why your most valuable work often feels deceptively simple to you (and why that’s the “paradox of genius”), and how to position yourself so competitors fade into the background. He also offers a clear perspective on how AI is reshaping pricing strategy and why clinging to hourly billing can put your business at risk.

This is a practical and honest conversation for professionals who want to price with more confidence and conviction.

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 from this Episode

  • Why value pricing often breaks down in the sales process
  • How to help clients see and believe in your value
  • The paradox of genius and the implications of why your best work feels like “nothing”
  • Why your pricing should reflect outcomes, not effort
  • How naming your process helps you stand apart from competitors
  • Why AI makes time-based billing a risky long-term strategy

Topics Discussed in this Episode

00:00 Introduction and Guest Overview
01:21 Alistair’s Formative Experience in Pricing
04:35 Transition to Independent Consulting
05:21 Challenges and Misconceptions in Value-Based Pricing
17:10 The Importance of Value Capture
24:42 Parallels Between Software and Professional Services
27:51 The Paradox of Genius
30:15 Client Perception and Behavioral Economics
32:03 Shaping Client Perception
35:30 The Three Pillars of Intelligent Pricing
35:58 Eliminating the Competition
42:01 The Impact of AI on Value Pricing
51:23 Final Thoughts and Contact Information

Alastair Dryburgh

Alastair Dryburgh
Alastair Dryburgh

Alastair Dryburgh is a pricing consultant and author known for helping creative agencies, consultants, and professional service firms adopt value-based pricing strategies. With a background as a finance and commercial director, he brings deep expertise in aligning pricing with the actual value delivered rather than relying on traditional time-based billing. He has written extensively on the subject, including his recent book, Pricing Genius: Getting Paid Properly for Ideas and Advice in the Era of AI, offering practical insights into how professionals can better position and price their expertise in a rapidly evolving landscape.

Beyond consulting, Dryburgh is a regular contributor to publications like Forbes and Management Today, and is often featured as a speaker at international conferences. His work emphasizes differentiation, pricing psychology, and the impact of AI on the knowledge economy. He is also known for mentoring through organizations like the Institute of Chartered Accountants and the Institute of Directors, helping leaders unlock growth by reframing how they think about pricing and value creation.

Website | LinkedIn

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.

The Price and Value Journey Podcast with host John RayHosted 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, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

100 Proven Ways to Acquire and Keep Clients for Life with Richard Weylman

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100 Proven Ways to Acquire and Keep Clients for Life with Richard Weylman, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
100 Proven Ways to Acquire and Keep Clients for Life with Richard Weylman
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100 Proven Ways to Acquire and Keep Clients for Life with Richard Weylman, on The Price and Value Journey podcast with host John Ray

100 Proven Ways to Acquire and Keep Clients for Life with Richard Weylman (The Price and Value Journey, Episode 139)

In this compelling episode of The Price and Value Journey, host John Ray interviews Richard Weylman, international bestselling author of 100 Proven Ways to Acquire and Keep Clients for Life. Despite being orphaned at age 6 and living in 19 foster homes, Richard became an award-winning sales leader at Rolls Royce and helped grow the Robb Report from inception to a record liquidity event.

Richard shares powerful insights on building lasting client relationships during what he calls “the great reevaluation,” a time when 25% of people are switching service providers because they feel taken for granted. Learn why satisfied clients aren’t enough anymore, how small word changes can transform your business, and practical tactics for turning clients into loyal advocates through personalized experiences.

Key topics include transforming your CRM into a CXM (Customer Experience Management system), the power of empathetic communication, why you should send thank-you notes for rejections, and how to create remarkable experiences that generate word-of-mouth referrals. Richard also reveals the one question he wishes he’d get asked more often and shares real-world examples from companies like Chewy, Bergdorf Goodman, and his own consulting practice.

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 from this Episode

  • “The Great Reevaluation”: 25% of people are switching service providers because they feel taken for granted, creating opportunities for relationship-focused professionals.
  • Satisfied ≠ Loyal: Satisfied customers are “loyal neutral,” with 20–30% willing to leave for better options. Therefore, you need delighted advocates.
  • Words Matter: Simple changes like “feel welcome to call” instead of “feel free to call” create emotional connections and set you apart.
  • Transform Your CRM: Convert your Customer Relationship Management system into a Customer Experience Management (CXM) system with personal details about clients’ interests and preferences.
  • Thank You for “No”: Send gracious thank-you notes when prospects reject you. It positions you for future opportunities when timing improves.
  • Personalize Everything: Use client data to create tailored experiences, from birthday reminders to interest-based invitations and communications.
  • Focus on “How”: People don’t implement advice because they’re not told HOW. Provide specific, actionable steps rather than just concepts.
  • Build Remarkable Experiences: Create experiences worth talking about. This drives word-of-mouth marketing more effectively than traditional advertising.
  • The Power of Stories: Everyone has a story. Ask about it, listen to it, and remember it to build deeper emotional connections.
  • Relationship Marketing: In an AI-driven world, the human touch becomes even more valuable. Use technology to enhance, not replace, personal relationships.

Topics Discussed in this Episode

00:00 Introduction to Richard Weylman
00:50 Richard’s Early Life and Epiphany
07:52 The Great Reevaluation in Professional Services
11:56 Building Emotional Connections with Clients
18:31 The Power of Words in Client Relationships
25:18 From Satisfied Clients to Loyal Advocates
31:53 The Donut Story
32:44 Building Client Advocacy
33:14 The Bergdorf Goodman Experience
36:50 Transforming CRM to CXM
41:54 The Power of Personalized Marketing
49:15 The Importance of Implementation
56:14 Final Thoughts and Contact Information

Richard Weylman

Richard Weylman
Richard Weylman

Orphaned at age 6, Richard Weylman lived in nineteen foster homes and attended eleven different schools. Rather than becoming a victim of those circumstances he overcame them and has had remarkable business success, including going from being an award-winning general sales manager of Rolls Royce to heading sales and marketing for The Robb Report, A Magazine for the Luxury Lifestyle, from its inception until its record liquidity event.

A Hall of Fame-inducted keynote speaker, Richard has also been inducted into the Customer Experience Hall of Fame for his legendary work helping brands engage with their customers and retain them.

Richard is the author of three international bestsellers, the latest of which, 100 Proven Ways to Acquire and Keep Clients for Life, was the #1 New Release in Marketing and Consumer Behavior and #1 in Customer Relations on Amazon. The book was also been selected by Forbes editor Shep Hyken as a Top Ten Business Book for 2024, and was named the Outstanding Work of Literature award for 2024 by Bookpal. It is available on Amazon or at your favorite bookstore.

Finally, Richard is a Horatio Alger nominee for his philanthropic work on behalf of orphans and widows.

Website | LinkedIn

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.

The Price and Value Journey Podcast with host John RayHosted 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, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Why Charging Premium Fees is Actually a Service to Your Clients, with Criminal Attorney Joshua Baron

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Why Charging Premium Fees Is Actually Service to Your Clients, with Criminal Attorney Joshua Baron, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
Why Charging Premium Fees is Actually a Service to Your Clients, with Criminal Attorney Joshua Baron
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Why Charging Premium Fees Is Actually Service to Your Clients, with Criminal Attorney Joshua Baron, on The Price and Value Journey podcast with host John Ray

Why Charging Premium Fees is Actually a Service to Your Clients, with Criminal Attorney Joshua Baron (The Price and Value Journey, Episode 138)

In this second part of a compelling conversation, host John Ray continues his deep dive with criminal defense attorney Joshua Baron, exploring the life-changing effects of charging premium fees and the philosophy behind building a service-based practice.

Josh reveals how a single 45-minute conversation with a business consultant led him to triple his prices and why most of his clients said yes. This episode unpacks the psychology behind pricing decisions, the importance of aligning your client experience with your fees, and how premium pricing actually serves both attorney and client better.

Beyond pricing strategy, Josh shares his unique approach to client access (including giving out his personal cell phone number), his philosophy on when to work for free versus when to charge premium rates, and how his deeply held beliefs about service and purpose drive his business decisions.

Whether you’re struggling with pricing confidence, wondering how to justify premium fees, or seeking to understand the relationship between pricing and client treatment, this episode provides both tactical strategies and a philosophical framework for building a sustainable, values-driven practice.

If you haven’t heard the first part of John’s interview with Josh, please follow this link

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 from this Episode

  • Test pricing changes with pilot programs – Don’t overhaul everything at once; experiment with a subset of cases to build confidence and gather data.
  • Focus on what you’re uniquely good at – Narrow your offerings dramatically rather than trying to serve everyone; Josh went from thirty practice areas to essentially two.
  • Have honest value conversations with clients – Help clients articulate whether the case is truly important to them rather than trying to convince them it should be.
  • Premium pricing requires premium experience alignment – You can’t charge high fees while delivering a discount experience; everything must align.
  • If clients don’t treat you well, examine your pricing – Low prices communicate that you see yourself as low-value, which affects how clients interact with you.
  • Personal accessibility can reduce overall contact – Giving clients his cell phone number actually decreased calls because they felt secure knowing they could reach him.
  • Your day job enables your mission, it doesn’t have to be your mission – Charging sustainable rates allows you to pursue your deeper purpose without financial stress.

Topics Discussed in this Episode

00:00 Introduction and Guest Overview
01:34 Recap of Part One
02:00 Joshua Baron’s Pricing Journey Begins
04:04 The Impact of Pricing Changes
08:08 Client Value and Case Selection
10:30 Understanding Client Value
16:53 Creative Solutions in Legal Practice
20:37 Premium Legal Fees: A Service to All
22:45 Balancing Work and Life as a Lawyer
23:35 The Importance of Pricing and Client Treatment
25:13 Setting Boundaries with Clients
26:09 The Value of Accessibility and Client Communication
30:16 Philosophy Behind Legal Practice
34:41 Pricing and the Mindset of Service
42:42 The Importance of Networking and Relationships
46:15 Final Thoughts and Contact Information

Joshua Baron

Joshua Baron
Joshua Baron

Joshua Baron is a criminal defense attorney and the founder of SB Legal, based in Utah. He graduated summa cum laude with a Bachelor of Arts in History from Cal Poly, Pomona, at age 18, then served an LDS mission in Viña del Mar, Chile, where he became fluent in Spanish. In 2007, he earned his J.D. cum laude from Brigham Young University’s J. Reuben Clark Law School, serving as Executive Editor of the Journal of Public Law and Associate Editor of the Education Law Journal. After law school, Baron began his career as a civil litigator in Park City, representing developers and real estate companies. Seeking more trial experience, he joined the Salt Lake City Prosecutor’s Office in 2008, handling over 1,500 criminal cases per year and leading more than thirty jury trials.

In 2009, Baron co-founded Sharifi & Baron, PLLC, which later became SB Legal. He has since represented hundreds of clients in nearly every court in Utah, covering a wide range of criminal and immigration matters. Baron is licensed to practice before both federal and state courts in Utah. His practice areas include criminal defense—such as violent crimes, drug offenses, white-collar crimes, domestic violence, and sex crimes—and immigration law, including deportation defense and appeals. He has achieved not guilty verdicts and dismissals in serious criminal cases, including aggravated burglary, sexual assault, and drug distribution.

Baron is recognized for his professionalism, client-focused approach, and responsiveness. He has been selected as a Super Lawyer by Mountain States Super Lawyers from 2020 to 2025 and previously as a Rising Star. He has also been named a Top Lawyer by the Global Directory of Who’s Who and included in Utah Business Magazine’s Utah Legal Elite.

In addition to his legal practice, Baron is an author and educator, having written books such as Criminal Defense Referrals and The Business of Criminal Law, and taught criminal law and procedure as adjunct faculty at Ensign College.

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.

The Price and Value Journey Podcast with host John RayHosted 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, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

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

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

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

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

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

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

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

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

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

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

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

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Ditching Google Ads: Criminal Attorney Joshua Baron’s Referral Practice Revolution

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Ditching Google Ads: Criminal Attorney Joshua Baron's Referral Practice Revolution, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
Ditching Google Ads: Criminal Attorney Joshua Baron's Referral Practice Revolution
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Ditching Google Ads: Criminal Attorney Joshua Baron's Referral Practice Revolution, on The Price and Value Journey podcast with host John Ray

Ditching Google Ads: Criminal Attorney Joshua Baron’s Referral Practice Revolution (The Price and Value Journey, Episode 137)

In this compelling first part of a two-part series, host John Ray sits down with Joshua Baron, founding partner of SB Legal and author of The Business of Criminal Law and Criminal Defense Referrals. Josh shares his remarkable transformation from a high-volume, Google Ads-dependent practice to a thriving referral-based firm that prioritizes client relationships and sustainable growth.

This conversation reveals the hidden costs of digital marketing dependency and explores how professional service providers can build meaningful, profitable practices through authentic relationship-building rather than paid advertising. Josh’s journey from spending $35,000 a month on Google Ads to eliminating them entirely contains important lessons for any professional looking to create a more sustainable and fulfilling practice.

Whether you’re a lawyer, consultant, accountant, coach, or fractional executive, this episode offers practical advice about building authority, understanding what clients truly want, and creating referral systems that work naturally with your personality rather than against it.

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 from this Episode

  • Google Ads create “golden handcuffs.” They’re expensive, create cash flow problems for smaller firms, and become scary to turn off once you’re dependent on them
  • Clients don’t want lawyers; they want relief. People hire professionals when stress and anxiety spike, not because they love having advisors
  • Ask “why now?” to uncover real motivations. Understanding the trigger that made them call today (vs. six months ago) reveals what they’re truly buying
  • You don’t need to ask for referrals. Other professionals are willing to refer work that they prefer not to handle. You’re doing them a favor by accepting it
  • Match relationship-building to your personality. Find your “love language” for professional relationships (words, time, gifts, service) and stick with what energizes you
  • Provide clients with a “draft” rather than posing open-ended questions. Reduce their cognitive load by sharing what most people in their situation want, then let them edit it
  • Regular post-consultation reflection improves results. Professional services exist in “wicked learning environments” where deliberate reflection is key to improvement

Topics Discussed in this Episode

00:00 Introduction to The Price and Value Journey
00:12 Joshua Baron: Background and Firm Overview
02:24 The Shift from Google Ads to Referral-Based Practice
04:52 Challenges and Benefits of Referral-Based Practice
09:39 Transforming Client Experience and Building Relationships
15:26 Philosophy on Pricing and Professional Growth
18:47 Effective Referral Strategies and Personal Insights
25:26 The Power of Relationship Building
26:25 Finding Your Unique Networking Style
26:47 The Importance of Authenticity in Networking
29:13 Understanding Client Needs and Building Trust
45:07 The Role of Reflection in Professional Growth
49:43 Conclusion and Thanks to Joshua Baron

Joshua Baron

Joshua Baron
Joshua Baron

Joshua Baron is a criminal defense attorney and the founder of SB Legal, based in Utah. He graduated summa cum laude with a Bachelor of Arts in History from Cal Poly, Pomona at age 18, then served an LDS mission in Viña del Mar, Chile, where he became fluent in Spanish. In 2007, he earned his J.D. cum laude from Brigham Young University’s J. Reuben Clark Law School, serving as Executive Editor of the Journal of Public Law and Associate Editor of the Education Law Journal. After law school, Baron began his career as a civil litigator in Park City, representing developers and real estate companies. Seeking more trial experience, he joined the Salt Lake City Prosecutor’s Office in 2008, handling over 1,500 criminal cases per year and leading more than thirty jury trials.

In 2009, Baron co-founded Sharifi & Baron, PLLC, which later became SB Legal. He has since represented hundreds of clients in nearly every court in Utah, covering a wide range of criminal and immigration matters. Baron is licensed to practice before both federal and state courts in Utah. His practice areas include criminal defense—such as violent crimes, drug offenses, white-collar crimes, domestic violence, and sex crimes—and immigration law, including deportation defense and appeals. He has achieved not guilty verdicts and dismissals in serious criminal cases, including aggravated burglary, sexual assault, and drug distribution.

Baron is recognized for his professionalism, client-focused approach, and responsiveness. He has been selected as a Super Lawyer by Mountain States Super Lawyers from 2020 to 2025 and previously as a Rising Star. He has also been named a Top Lawyer by the Global Directory of Who’s Who and included in Utah Business Magazine’s Utah Legal Elite.

In addition to his legal practice, Baron is an author and educator, having written books such as Criminal Defense Referrals and The Business of Criminal Law, and taught criminal law and procedure as adjunct faculty at Ensign College.

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.

The Price and Value Journey Podcast with host John RayHosted 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, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

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

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

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

John is also the host of North Fulton Business Radio. With over 870 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

The Generosity Mindset, by John RayJohn 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.

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