"If you want customers to change the way they think about your company, you must change the way you think about customers."

Gary A. Williams is a Co-Founder and Co-Managing Partner of G2 Equity Partners

Gary is the Founder & CEO of wRatings Corporation, a competitive research firm focused on discovering new sources of customer value and measuring how well companies perform against their peers to deliver customer value. He also serves as a mentor for the Conscious Venture Lab based in Columbia, Maryland, and is a founding partner in two private funds that use his research as a foundation for client investments.

For more than 25 years, Gary has served as an advisor to CEO's, senior executives and investors around the world.  A recognized authority and speaker on competitive advantage, he has been honored for his strategic insights and uncanny ability to interpret data.  In May 2002, his research was featured as the cover article of Harvard Business Review, Change The Way You Persuade. Gary's first book, The 5 Paths to Persuasion (Warner Business Books 2004), has been translated into seven languages and was voted by Fast Company readers as book of the month in July 2004.

His work has been quoted and used all over the world, including the Australian Financial Review, BusinessWeek, Chief Executive, ComputerWorld, CIO, CNBC, Inc Magazine, Investors Business Daily, London Financial Times, New Zealand Business Review, Selling Power, and the Wall Street Journal. Gary has been a frequent speaker at many of the top industry conferences, including the National Retail Federation's Big Show, Oracle Open World, Book Expo America, National Restaurant Association, Entertainment Supply Chain Academy, JDA Focus, and the Teradata Partners Conference.

Ever since his Macintosh® software company missed the Microsoft Windows® market in the late 1980's, Gary has been on a quest to discover what truly drives a company's competitive advantage.  He has extensive industry experience having worked as a senior executive for small entrepreneurial as well as large firms including Glaxo, IBM and Sykes Enterprises. In the mid-1990's, he was the Vice President of Strategy for The Sentry Group, a consulting firm that was acquired by The Meta Group.

In 1998, Gary co-founded Miller-Williams Inc. (with Strategic Selling author Robert B. Miller), a research and sales training firm dedicated to measuring market movements based on customer behavior.  He built the strategic profiling research method (US Patent 6,658,391) through extensive field studies and academic interviews with authorities in behavioral psychology and statistics. In 2004, he extended the research system to correlate customer pricing power with financial metrics that identify whether a company has built a competitive advantage. His latest patented methods incorporate recent details that clearly illustrate the eleven sources of advantage.

Through his patented system, Gary and his research team study competitive advantage of market-leading companies across ten sectors of the US economy.  They build comprehensive market models based on consumer expectations, and then measure how today's most well-recognized companies are meeting those expectations.  Using insights from his extensive database of successful strategies, he provides advisory services to many of today's business leaders on how to prioritize spending that builds and sustains their competitive advantages.

Gary graduated from the University of Alabama in May 1984 with a Bachelor of Science in Biology with an emphasis on Psychology.  He lives with his wife and three children in northern Virginia, where he is a youth volunteer football and basketball coach and an avid runner of 5 miles per day.