The Brand Called You

Elle George | Author, Before You Shake Hands

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Elle George | Author, Before You Shake Hands
  • Elle George shares her experience of a 17-year legal dispute following a hostile business takeover
  • Discusses the emotional and personal toll, including being pregnant at the time
    • Podcast
    Overview

    In this episode of The Brand Called You, host Ashutosh Garg speaks with Elle George, author of Before You Shake Hands: The Partnership Red Flags That Could Save You Millions.

    Elle shares her deeply personal journey through a 17-year legal battle following a hostile business takeover—and the life-changing lessons it taught her about trust, alignment, and decision-making in business partnerships.

    This conversation explores why most partnerships fail, how misalignment quietly destroys businesses, and why intuition and character matter more than credentials or capital.

    00:00:50- What was your 17-year legal battle about, and how did you persevere?
    • Elle George shares her experience of a 17-year legal dispute following a hostile business takeover
    • Discusses the emotional and personal toll, including being pregnant at the time
    • Explores the profound personal growth and new opportunities that arose from adversity
      • 00:02:18- What was your biggest lesson about trust and business relationships?
      • The importance of alignment in values and goals with business partners
      • Comparison of business partnerships to dating and marriage—asking the hard questions early
      • Dangers of ignoring red flags and misalignment
        • 00:03:28- How has your definition of success changed after rebuilding?
        • Prioritizing personal alignment and designing a business to fit one’s life
        • Pursuing “nirvana” by doing meaningful work every day without sacrificing personal wellbeing
          • 00:04:38- What inspired you to write Before You Shake Hands?
          • The book was a result of years reflecting on her legal battle and wishing she’d asked different questions
          • Writing was both cathartic and a practical tool for future partnerships
          • The book’s questions are useful beyond financial partnerships, even for internal business relationships
            • 00:07:22- What early red flags did you wish you hadn’t ignored?
            • Missing the opportunity to ask critical questions about prospective partners
            • Examples of questions: motivations for joining, business history, ways they’ve handled past losses
            • Emphasizes knowing why someone is investing, their past behaviors, and alignment in social and business values
              • 00:09:28- What is one painful mistake you now teach others to avoid?
              • Not listening to intuition and ignoring gut feelings
              • The importance of asking tough questions before formalizing partnerships
              • Consequences when misaligned partners end up in court
                • 00:10:43- Out of your 130 questions, which are non-negotiable before any partnership?
                • Checking character references and alignment in core values
                • Asking about previous partnership experiences, financial issues, and how challenges were handled
                • The book is structured into five key categories: values/trust, roles, legalities, financials, and exit strategies

                  • RESOURCES:

                  Learn more about Elle George: LinkedIn

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                  Silent partner or power player? Define roles, responsibilities, and—crucially—communication styles. If you handle conflict by talking and your partner shuts down, you’re headed for battles nobody wins. Share your thoughts in the comments and spread these insights with friends!

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                  • Elle George shares her experience of a 17-year legal dispute following a hostile business takeover
                  • Discusses the emotional and personal toll, including being pregnant at the time
                  • Explores the profound personal growth and new opportunities that arose from adversity

                    • The post Elle George | Author, Before You Shake Hands first appeared on TBCY.

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