In the intricate tapestry of life, assumptions often intertwine with economic status, where wealth and social standing are erroneously perceived as the sole determinants of one’s success. Yet, countless narratives challenge these false notions, each serving as a guiding light of hope and inspiration. Among them is the story of Avery Johnson, whose extraordinary journey offers a compelling testament to the resilience of the human spirit, the transformative impact of effective leadership, and the power of determination.
Seated with Avery, one is immediately struck by his authenticity—a blend of sincerity and focus that infuses each word with purpose. His office, adorned with mementos of encounters with former presidents and sports icons, speaks volumes about a life steeped in achievement. Amid these accolades, however, humility reigns supreme, welcoming visitors with a warmth that promises not just inclusion, but genuine connection.
“I’m all about being real,” Avery affirms. “Everyone assumes that once you reach a certain level in your career, challenges disappear. But that couldn’t be further from the truth.”
Avery’s journey, as impressive as it is, has been paved with obstacles. Born and raised in the Lafitte projects of New Orleans, he bore witness to the struggles of those in his community, though he felt somewhat shielded from their harsh realities. Guided by parents who cultivated an environment of love and acceptance, from a young age, he grasped that any limits he encountered were often self-imposed.
“My parents may not have held degrees by the world’s standards,” reflects Avery, “but they embodied discipline and love, instilling in me the desire to dream big—where excellence wasn’t just an option, it was the expectation.”
And dream he did.
Avery’s journey from St. Augustine High School to the NBA was nothing short of remarkable. Despite standing just 5’ 4” and weighing 135 pounds as a senior, his coaches recognized his exceptional work ethic, as did college recruiters. He earned a scholarship to play at New Mexico Junior College and later at Southern University, making his mark both athletically and academically—earning a degree in psychology.
Transitioning to the professional arena with the Palm Beach Sting Rays in 1988, Avery embarked on a storied career that saw him don the jerseys of distinguished NBA franchises: the Seattle Supersonics, Denver Nuggets, San Antonio Spurs, Houston Rockets, Dallas Mavericks, and Golden State Warriors, earning the title of “The Little General” for his on-court leadership, and small (by NBA standards) stature.
“My college coach, Ben Jobe, doesn’t get enough credit for all that he helped me achieve,” says Avery. “He was the first of many great coaches I worked with, including Don Nelson and Greg Popovich, who taught me that leadership wasn’t just about words—but about modeling the behavior you expect.”
It was this mindset that Avery brought to the Dallas Mavericks as Assistant Coach in 2004 and later as Head Coach in 2005, delivering memorable playoff runs and establishing a winning culture. He was even selected to coach the 2006 NBA All-Star team for the Western Conference, winning the NBA Coach of the Year Award. He coached the New Jersey/Brooklyn Nets and the University of Alabama basketball team, and served as an analyst for ESPN and CBS Sports.
Yet despite his triumphs, the losses remain firmly rooted in his mind. “The 1999 championship win with the Spurs was great,” he recalls, “but sometimes, I can’t shake off the memory of 1995. We had the NBA’s top team and David Robinson as MVP, and we lost to the Houston Rockets. Then, in 2006, coaching the Mavericks in the finals, we were leading 2-0 before losing 4-2. As a leader, I often think about what more I could have done.”
However, it was in those moments of doubt and uncertainty that Avery found solace through the unwavering support of his mentors, coaches, and loved ones. Their words of encouragement shone a light on his path, particularly during the darkest of times: the loss of his father just before the birth of his first child and being let go on his wife’s birthday–challenges that left the typically buoyant Avery reluctant to leave his bed.
“I’ll never forget those late-night calls,” he says, his voice laden with gratitude. “Through rejection and disappointment, knowing that there were still those that believed in me made all the difference.”
These acts of kindness and encouragement renewed his spirit to persevere—setting a firm foundation to forge ahead, no matter what. “The victory isn’t just about the win; it’s about the journey, too,” he remarks.
As Avery looks back on those pivotal moments with fondness and appreciation, he remains committed to paying it forward, understanding all too well the profound impact that a simple act of kindness can have on someone’s life.
“I try to live my life doing the same for others, inspiring the next generation of leaders to let them know there’s a bright future out there for them.”
This philosophy finds tangible expression in Avery’s role as a board member for Behind Every Door, an organization committed to forging pathways for marginalized individuals. Through transformative initiatives such as the Cedar Crest Community Center, they are providing a comprehensive range of programs encompassing education, vocational training, financial literacy, and more to positively impact underserved communities across Dallas.
From the basketball court to the boardroom.
Today, Avery serves as the CEO and Co-Founder of Avery Capital, a private equity group conceived with John Bailey, who is also CEO of the Allen Bailey Johnson Group. Avery credits John as one of the greatest minds in CRE. Additionally, Avery serves on the board of Dynasty Financial Partners, a significant Fintech group based in St. Petersburg, Florida.
“Success isn’t just about personal triumph,” states Avery. “It’s about enriching others along the way. There’s enough of the pie for everybody.”
It is with this mindset that Avery approaches all his endeavors, advocating for leadership that is grounded in empathy and insight. “Whether on the court or in the boardroom, leaders must understand the importance of compassion, adapting their style to meet individual needs while taking the time to understand key motivators,” states Avery. “If you don’t connect with your team on a personal level, it hinders your ability to support them in reaching their goals—which is what coaching is all about.”
That said, it’s clear Avery recognizes not all individuals are always ready to accept guidance, underscoring the need for leaders to discern the receptive from the resistant. “It’s not just about hiring someone based on skill set; skills can be taught. It’s about finding someone open to learning, who welcomes constructive feedback, and is always looking to propel themselves further.”
For those open to learning, Avery believes there are no limits to what they can achieve–providing they have the right leaders in place.
“As a leader, you serve as the guiding force for an organization,” Avery emphasizes. “So, how you handle everything–from the wins to the losses–impacts everyone’s potential, including the business.”
Avery considers the impact of his words, encapsulating the idea that challenges often act as catalysts for transformation, propelling both individuals and organizations toward unprecedented levels of excellence and achievement.
“People often ask me what makes a great leader. It is the guidance, vision, and support they provide during difficult times that ensure individuals and organizations emerge stronger and more capable on the other side. Greatness often comes from adversity.”
Marching onward.
Avery and his family have made Dallas their home. He jokes about its standout qualities—from the renowned food scene to the airport that lets him jet-set anywhere, nonstop. But beneath the playful banter lies a deeper truth: Dallas is a city of opportunity, where ambitions become reality.
Make no mistake, though—New Orleans is core to who Avery is. During the 2025 Super Bowl weekend, he was inducted into the New Orleans Walk of Fame, a true honor that reaffirms his deep ties to the city. Dallas may be where he’s built his career, but New Orleans is the city that truly has his heart—a place that shaped him, celebrates him, and will always claim him as its own. He continues to visit frequently—a New Orleans boy, through and through.
“My faith in God has truly anchored me,” Avery reflects, acknowledging the guiding principles that sustained him through trials and victories alike. “I know the expectations placed upon me by both my faith and those who depend on me, such as my wife of more than 30 years, my two beautiful children, my business partners, and my community. It’s this understanding that pushes me forward, one step at a time.”
With unshakeable faith, Avery stresses the significance of nurturing one’s inner self instead of succumbing to external challenges. “It’s about the inner me, not the enemy,” Avery asserts, highlighting the significance of one’s internal dialogue. “Life mirrors the words you allow into your ears, mind, and heart.”
Avery’s profound yet straightforward wisdom resonates through his actions, leaving an enduring impact on the lives of all those he encounters. As he continues to march on, leading by example, Avery’s title as “general” rings true, urging others to pursue their dreams with determination and purpose.