The Strategic Veteran

Justin Williams

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

Lyubim Kogan

Some people talk about helping veterans. Others dedicate their lives to it. In this episode of The Strategic Veteran, Adam Peters sits down with Lyubim Kogan, the founder of WingsForHeroes.org. Lyubim’s life reads like something out of a movie. He immigrated from the Soviet Union to the United States in 1992 on a ski scholarship. He went on to build a career on Wall Street working in the World Trade Center, surviving the attacks of September 11th, and guiding clients safely through the 2008 financial collapse. But he eventually walked away from finance and spent nearly a decade rebuilding a fuel infrastructure company in Ukraine during an active war. When Russian drones destroyed the entire operation overnight, most people would have started over. Lyubim chose a different mission. He founded Wings for Heroes, a program dedicated to helping combat amputees rediscover dignity, confidence, and purpose through rehabilitation, sports, and paragliding experiences designed to push them beyond the limits they believe they have. From physical therapy to cycling to amputee soccer teams, the program focuses on rebuilding both the body and the mind. This conversation explores sacrifice, resilience, the broken charity system surrounding veteran support, and what it actually takes to help wounded warriors rebuild their lives. CONNECT WITH WINGS FOR HEROES Website https://wingsforheroes.org CONNECT WITH THE STRATEGIC VETERAN Spotify https://open.spotify.com/show/3U8FOupOu070V00PXR4DSd?si=887c164c4a8e4ae2 Apple Podcasts https://podcasts.apple.com/us/podcast/the-strategic-veteran/id1743039436 YouTube https://www.youtube.com/@thestrategicveteran 00:00 Introduction 02:05 Growing up in the Soviet Union during the Afghanistan war 08:20 Coming to America on a ski scholarship 13:40 Life on Wall Street and working in the World Trade Center 18:30 Surviving 9/11 22:45 Guiding clients through the 2008 financial collapse 29:00 Leaving finance and rebuilding infrastructure in Ukraine 36:40 Russian drone attack destroys the business overnight 43:30 The moment Wings for Heroes was born 50:10 Helping amputee veterans recover through rehabilitation and flight 58:40 The story of the first veteran who rebuilt his life 1:07:00 The problems with the “charity industrial complex” 1:15:00 The future mission of Wings for Heroes

Rachel Spekman

What happens when the life you worked so hard to build suddenly stops making sense? In this episode of The Strategic Veteran, Adam Peters sits down with Rachel Speckman to talk about the moment many high performers quietly experience. The realization that the ladder they’ve been climbing might not actually lead where they want to go. For Rachel, that moment came during her family planning journey. It forced her to step back and ask a difficult question. Was she building a life that actually aligned with her values, or just chasing the version of success everyone else expected? Today, Rachel helps high performers break out of the trap of hollow success and rebuild careers that provide both stability and meaning. This conversation explores identity, purpose, and the courage it takes to start over when the path you were on no longer feels right. If you’ve ever felt successful on paper but empty inside, this episode will resonate. CONNECT WITH THE STRATEGIC VETERAN Spotify https://open.spotify.com/show/3U8FOupOu070V00PXR4DSd?si=887c164c4a8e4ae2 Apple Podcasts https://podcasts.apple.com/us/podcast/the-strategic-veteran/id1743039436 YouTube https://www.youtube.com/@thestrategicveteran CHAPTERS 00:00 Introduction 00:40 Meet Rachel Speckman 02:30 The pressure of climbing the career ladder 07:10 When success starts to feel hollow 12:30 Family planning and life disruption 18:20 The identity reset moment 25:40 Redefining what success actually means 34:10 Breaking away from expectations 42:00 Helping high performers start over 50:10 Choosing meaningful work 58:00 Advice for people feeling stuck

Susan Aimes

What does it mean to become a Gold Star family? In this episode of The Strategic Veteran, Adam Peters sits down with Susan Aimes, a Gold Star mother whose son gave his life in service to this country. For families of the fallen, the cost of war does not end when the mission ends. It becomes a lifelong journey of grief, remembrance, and honoring the legacy of those who never came home. Susan shares her story of loss, resilience, and the responsibility she feels to keep her son’s memory alive. The conversation explores the strength of Gold Star families and the lasting impact military service has on those who love and support our service members. This episode is about sacrifice, legacy, and the enduring bond between a mother and her child. If you want to understand the true cost of service, this conversation is an important one. CONNECT WITH THE STRATEGIC VETERAN Spotify https://open.spotify.com/show/3U8FOupOu070V00PXR4DSd?si=887c164c4a8e4ae2 Apple Podcasts https://podcasts.apple.com/us/podcast/the-strategic-veteran/id1743039436 YouTube https://www.youtube.com/@thestrategicveteran 00:00 Introduction 00:40 Meet Susan Aimes 02:10 Her son’s decision to serve 06:30 The pride and fear of military families 12:20 The day everything changed 18:30 Becoming a Gold Star mother 26:40 The lifelong impact of loss 35:10 Honoring the legacy of the fallen 44:00 Supporting Gold Star families 52:10 What civilians should understand about sacrifice 1:00:00 Remembering her son Chapters

JJ Hardy

What actually makes someone a leader? In this episode of The Strategic Veteran, Adam Peters sits down with Army veteran JJ Hardy to talk about the leadership lessons that only show up when everything is on the line. JJ grew up believing that trusting people was a mistake. Looking out for yourself was the only way to survive. But when he stepped into his first leadership role in the Army, everything changed. Surrounded by a team that depended on him and refused to let him stay on the sidelines, JJ began to learn something most leaders never do. Trust and empathy aren't weakness. They're the things that hold people together in chaos. Today, JJ’s mission is simple. Help people stop hiding behind rank, titles, and authority, and actually learn how to lead. If you've ever struggled with leadership, trust, or finding purpose after service, this conversation will resonate. --- CONNECT WITH THE STRATEGIC VETERAN Spotify https://open.spotify.com/show/3U8FOupOu070V00PXR4DSd?si=887c164c4a8e4ae2 Apple Podcasts https://podcasts.apple.com/us/podcast/the-strategic-veteran/id1743039436 YouTube https://www.youtube.com/@thestrategicveteran --- CHAPTERS 00:00 Introduction 00:50 Meet JJ Hardy 02:15 Childhood and learning to trust nobody 06:30 Entering leadership in the Army 10:45 The leadership moment that changed everything 17:40 Why trust and empathy matter in leadership 26:15 The difference between rank and leadership 35:10 Lessons learned from leading soldiers 45:00 Finding purpose after the military 55:30 Helping others become real leaders 1:03:00 Advice for veterans navigating leadership after service