George Coultress spent years helping others navigate business transitions. Now he’s building his own.

In this episode of Decision Points, George Coultress, co-founder of Trindero, unpacks what it really takes to move from M&A advisor to entrepreneur. What begins as a discussion about strategy and structure quickly becomes a deeper reflection on leadership, values, and the courage required to build something from the ground up.

George walks through the early challenges of launching Trindero with his partner Chris Milliken, including the surprising pressure of naming the business, the emotional weight of managing uncertainty, and the discipline required to stay focused on long-term goals. He shares how their Fort Worth roots and shared values shaped the vision behind Trindero - an organization focused on advisory, principal investing, and family office services.

From navigating slow deal flow to wrestling with operations, team building, and AI integration, George opens up about the highs and lows of entrepreneurship. What sets his journey apart is his intention to build an enterprise, not a one-man shop - an organization where culture, mentorship, and mission align.

This episode is a candid look at what it means to create something enduring in the financial world - and the mindset shift required to get there. Whether you’re a business owner, investor, or someone contemplating a leap into entrepreneurship, George’s story offers honest, actionable wisdom for building with vision, focus, and humility.