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