About this episode
Justin Williams shares his journey from a 20-year Air Force career to running a family soap business while navigating the challenges of veteran life.
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…
People in this episode
Host: Adam Peters
Guest: Justin Williams
Topics covered
- veteran transition
- entrepreneurship
- family business
- mental health
- community support
- product development
Keywords
- Air Force
- veteran
- soap making
- business
- mental health
- family
- Arkansas
- K-9 handler
- entrepreneur
Mentioned in this episode
Organizations: Bombshell Suds Co., Pinnacle Mountain State Park
Products: Sacred Ground
Places: Arkansas
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