Meet John Ray
Pricing Strategist and Author
John Ray helps consultants, fractional executives, and other professional services providers price for the value they deliver.
John Ray
Pricing Strategist and Consultant to Professional Services Providers, John Ray Co.
After a successful career in investment banking, investment management, and strategic advisory, John Ray left the corporate world in 2013 to build his own business. It didn't take long to find the gap nobody had prepared him for: he routinely undervalued his own expertise, struggled to set prices that matched the outcomes he delivered, and watched his clients do the exact same thing.
He spent the next several years figuring out how to fix it, for himself first, then for the consultants, coaches, attorneys, CPAs, fractional executives, and other expert practitioners who hire him today to gain clarity, confidence, and profitability through positioning, pricing, and value-based business development.
That work became his first book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices (2023). His second book is set for release in the first quarter of 2027.
Business Community Involvement
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Greater North Fulton Chamber of Commerce (GNFCC) Member Since 2013
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GNFCC Board Member, 2017-2019
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GNFCC Membership Pricing and Tiered Dues Task Force, 2023-2024
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GNFCC Finance Committee Member since 2019
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GNFCC Mentor Match Program Participant since 2023
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GNFCC Harry Rucker Jr. Volunteer of the Year, 2019
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GNFCC Small Business Partner in Education Partner of the Year, 2015
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GNFCC Small Business Person of the Year Committee Member, 2015-2022
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Alpharetta Business Association (ABA) Board Member, 2015-2018
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ABA President, 2017-2018
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Chair of the Alpharetta Business Expo, 2015-2017
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Former Chairman and Founding Corporate Member, Georgia China Alliance
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International Partners Committee, Metro Atlanta Chamber of Commerce, 2004-2006
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Global Commerce Council, Metro Atlanta Chamber of Commerce, 2004-2006
Non-Profit Community Involvement
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Deacon in the Episcopal Diocese of Atlanta
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Currently assigned to St. Mary and St. Martha of Bethany Episcopal Church, Buford, Georgia
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Assigned to Holy Comforter Episcopal Church, Atlanta, Georgia, 2018-2024
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Director, Fund for the Diaconate in the Episcopal Church, 2022-2024
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Founded Backpacks of Love in 2011. In cooperation with 18 public schools in North Fulton and Forsyth Counties, Backpacks of Love delivers backpacks of food and other essential items to children who are homeless and otherwise in severe need. Since its January 2011 launch, Backpacks of Love has delivered over 400,000 pounds of food and other items to the children it serves.