Strategex recently acquired Priority Metrics Group, a market research and commercial due diligence firm known for being early pioneers of B2B market research methodology.

The integration has enabled Strategex to expand its private equity solutions to include market assessments, target identification, and commercial due diligence.

We sat down with one of the co-founders of PMG who is now part of the Strategex team. Through his leadership, PMG became a trusted name in B2B market research. In this interview, we learn more about John’s values, style, and his journey to Strategex.

This conversation is not only about the present merger but also about the enduring values and approach that have driven PMG's success.

What advice would you give to young professionals aspiring to make a significant impact in market research and strategic consulting?

Gain experience, even at a short-term cost. Learn from those smarter than you and observe. Be open to change; adapt your practices and beliefs as needed. When you find what works, commit to it. Enjoy the journey, as it is more enduring than the destination.

Recognize the contributions of others and celebrate their successes. Pursue a worthy avocation to strengthen your vocation. Step forward as a leader, even without all the answers—the world needs leaders. Travel to developing countries can keep you humble. Practice generosity; it's challenging at first but becomes more rewarding with time.

I heard Michael Phelps speak and his core message was that anyone can be or do whatever they want to be. That’s a lie. Only a few people in a generation can swim at the level Michael Phelps did. Only a relative handful of people can ever play in the NFL. In the same way, only a few people have the personality, the intelligence, the timing and the luck to become a movie star. How many people started down that path and are now working selling something like Titanium Dioxide? Nobody wants to tell that story, so we’ll never know. But my advice to a young professional is to be flexible. Sure, set goals and aspire to them. But if a more promising wagon rambles by, don’t be afraid to hitch a ride. Set goals and pursue them but be open to new opportunities. If a better path appears, don't hesitate to explore it.

What prompted the acquisition by Strategex?

My partner, Charlie Marshall and I explored various exit strategies and decided against simply fading away, which would have diminished the company's value over time. Selling to a strategic buyer seemed to be the best fit. Charlie remembered Peter (Strategex’s founder) from long ago at Sonoco and gave him a call. That led to a conversation with Strategex CEO, David and the rest is bliss!

With the ability to add on to Strategex’s list of Private Equity clients, the other services PMG brought to the table, and Charlie and my willingness to work to build the combined entity, it made perfect sense. Strategex understood our business and offered a great fit, allowing us to leverage their client base and services while preserving the legacy we built.

What is your personal vision regarding the integration?

PMG brings new capabilities to Strategex, and we're excited about expanding services and developing new offerings that align with market needs.

We aim to enhance cross-selling capabilities and integrate various services for PE and Fortune 500 clients. The biggest opportunity lies in consulting, where we can offer comprehensive management systems that streamline operations and improve profits.

How do you personally define success, and how has this definition evolved over your career?

My definition of success has evolved over time. Initially, it was largely financial, which is common for many starting in business. Once financial stability is achieved—covering expenses, saving for emergencies, and securing retirement—focus naturally shifts toward personal fulfillment and meaningful accomplishments.

Success can manifest in various ways. For some, it's building a successful business or mentoring employees who thrive independently. For others, it's found in personal pursuits, like hobbies and family. Personally, I find success in creating a lasting impact, both in this life and beyond.

Looking ahead 20 or 30 years, I aim to leave behind a legacy defined not by my business, but by the relationships I cultivate and the positive influence I have on others.

Wealth often dissipates over generations; I've heard 70% of wealthy families lose their wealth by the second generation, 90% by the third. Whether true or not, it highlights the challenge of preserving wealth. We can either hoard it, risking loss through poor decisions and extravagance, or we can choose to give it away meaningfully.

I believe in the latter—investing in causes that matter now. The gutsy way is to give it away now. Instead of saving 10%, we need to be giving away 10%. That’s how to create lasting investment value. Investing in people where we can make a difference.

Speaking of making a difference, you are very involved with charity work. Tell us about those initiatives.

I challenge myself to make a difference, to leave a legacy. Inspired by my parents, who were deeply involved in community service, I started initiatives like Christmas in Action in Spartanburg. When we lived in Hartsville (Sonoco’s headquarters) Charlie Coker, Sonoco’s former CEO, learned of a community program called Christmas in April. We participated in the inaugural event when almost 1,000 volunteers worked on houses in Hartsville – a town of 10,000 people. When we moved to Spartanburg, we decided to start a similar program here. That year, we rehabbed our first group of 23 houses. That organization now has a full-time Executive Director and is self-sustaining. They have rehabbed 1,000 houses in Spartanburg City and County.

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John is an expert in marketing, strategic planning, and market research, helping clients understand complex issues to make strategic business decisions. He co-founded Priority Metrics Group, now part of Strategex, over 30 years ago, leading market research and commercial diligence projects across various industries. John has extensive experience in market and customer analysis for clients in packaging, B2B manufacturing, private equity, and medical devices.