The Strategic Veteran Podcast
Welcome to The Strategic Veteran, a raw and unfiltered journey into military transition. Host Adam Peters challenges the status quo by sharing authentic stories of veterans navigating life after service while advocating for real systemic change in how our military prepares service members for civilian life.
Each episode dives deep into the human transition experience – from the struggles that many face but few discuss to the transformative moments that shape new paths forward. Through honest conversations with fellow veterans, Adam explores the challenges of identity, purpose, and belonging that come with hanging up the uniform.
More than just a podcast, The Strategic Veteran is a movement. It’s about proving that meaningful change is possible, even in systems others claim can’t be changed. Whether you’re a veteran seeking connection, a service member preparing for transition, or someone passionate about supporting our military community, these stories will inspire, challenge, and empower you to be part of the solution.
Join us as we work to bridge the gap between military and civilian life, one story at a time.
Justin Williams spent 20 years and 26 days in the United States Air Force as a Security Forces Master Sergeant, including a decade as a K-9 handler. He retired in August 2024 and now runs Bombshell Suds Co. — a family-operated, small-batch cold-process soap company — alongside his wife Alice (the mad scientist behind every formula) and his 13-year-old daughter.
He also still works his day job as the Monument Trails Lead at Pinnacle Mountain State Park in Arkansas. He took this interview on his lunch break. From a park overlook. While giving directions to hikers mid-episode. That’s who Justin is.
Adam and Justin have known each other three months. Never met in person. And they’re dropping a co-branded bar of soap — Sacred Ground — the day this episode goes live.
IN THIS EPISODE:
• Why a 20-year Air Force vet decided to make soap instead of becoming a cop
• Building a business in the margins of a 9-to-5 you don’t want anymore
• The brutal transition reality: nobody’s coming to hire you like they promised
• Admitting you have more bad days than you let on — and why that matters
• The veteran community eating its own and what to do instead
• Comparison is the thief of joy: Dr. Squatch, Alex Hormozi, and staying in your lane
• The full Bombshell Suds product line: what’s in the soap and why it matters
• The Sacred Ground collab — beef tallow, coconut oil, Palo Santo, and Sandalwood
• The logo is Justin’s wife — and the story behind it is exactly what you’d hope
GRAB SACRED GROUND — THE COLLAB SOAP
https://www.bombshellsudsco.com
BOMBSHELL SUDS CO.
Website: https://www.bombshellsudsco.com
Instagram: https://www.instagram.com/bombshell_suds_co
LinkedIn: https://www.linkedin.com/in/justin-williams-a1a9a5101
THE STRATEGIC VETERAN
Website: https://www.thestrategicveteran.com
TSV AI Academy: https://academy.thestrategicveteran.com
Substack: https://thestrategicveteran.substack.com
LinkedIn: https://www.linkedin.com/in/thestrategicveteran
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Podcast Details
About the host
Adam Peters
Adam Peters is the founder and host of The Strategic Veteran Podcast, a platform dedicated to helping veterans find purpose through entrepreneurship and intrapreneurship. As a service-disabled veteran and successful entrepreneur, Adam has firsthand experience with veterans’ unique challenges and opportunities when transitioning to civilian life. His journey from military service to entrepreneurship has equipped him with valuable insights and a deep understanding of the veteran community. Adam’s mission is to address the veteran suicide epidemic by providing a roadmap to purpose and fulfillment through business and innovation. He believes focusing on the process and aligning actions with meaningful goals leads to greater satisfaction and success. Through his podcast, Adam shares honest, unfiltered stories of veterans who have turned their military experience into entrepreneurial and intrapreneurial ventures, offering listeners practical advice and inspiration. With a strong leadership, resilience, and problem-solving background, Adam’s interviews go beyond surface-level discussions, diving deep into the experiences that shape his guests’ lives and careers. His approach fosters a supportive community where veterans can find the motivation and resources they need to thrive. Adam’s dedication to the veteran community extends beyond his podcast. He is actively involved in various initiatives to support veterans professionally and personally. His work is driven by a passion for helping others navigate the complexities of post-military life and achieve their fullest potential. Listeners of The Strategic Veteran Podcast can expect to hear compelling stories, gain actionable insights, and become part of a community that champions the power of entrepreneurship and intrapreneurship for veterans. Adam’s authentic and engaging style makes each episode a valuable resource for anyone looking to impact their life and career positively. Contact: https://thestrategicveteran.comÂ
