We recently connected with Adam Peters and have shared our conversation below.
Adam, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
The Strategic Veteran (TSV) actually started from a simple challenge: post on LinkedIn every day and meaningfully engage with five people whose message resonated with me. I began this journey in November 2023 with just 93 followers, but I committed to being authentic and sharing my story.
The real momentum started building through genuine networking. Every day, I would find veterans and entrepreneurs whose content spoke to me, and I’d engage with them authentically. I made it a point to send personalized Loom videos (30 seconds to a minute long) to everyone who connected with me or engaged with my posts. In these videos, I’d simply introduce myself, express gratitude for the connection, and show interest in learning more about their journey. This approach stood out because it was different from the usual cold pitches people receive in their DMs.
As I consistently showed up and shared my journey, people contacted me for virtual coffee chats. They were curious about my story and wanted to learn more. These conversations led to invitations to various business-building communities, which proved invaluable in shaping TSV’s direction. The relationships I built through these communities eventually connected me with mentors, my brand strategist, and even my copywriter.
What’s fascinating is how organic the growth was—in just a couple of months, I had booked 15-20 meetings with people who would later become crucial connections in my journey. The podcast, The Stronghold community, and everything else around TSV have been built through these relationships and conversations. It’s testament to the power of authentic networking and genuine relationship-building.
The key was never trying to sell anything. Instead, I focused on building genuine connections and providing value through my content and interactions. This approach helped me grow from those initial 93 LinkedIn followers to a thriving community of engaged veterans and entrepreneurs with similar values and visions.
Adam, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m Adam Peters, founder of The Strategic Veteran (TSV). My journey into this space began when I consciously decided to break free from the traditional workforce and the societal boxes we’re often expected to fit into. This wasn’t just about starting a business but about creating something authentic that genuinely serves the veteran community.
Both challenges and transformations have marked my path. I’ve undergone nine surgeries and faced my battles with alcohol dependency, which I initially replaced with food addiction, particularly sugar and cannabis use. It wasn’t until my plant medicine retreat that I learned the crucial difference between expectations and intentions, especially regarding cannabis use – a turning point in my growth journey.
TSV launched with The Strategic Veteran Podcast on May 1, 2024, and we’re on the verge of launching our AI automation solutions. What sets us apart is our commitment to radical authenticity. I share everything – from the challenges in my marriage, including navigating my wife’s mental health journey, to the personal struggles that come up while building this business. If you ask, I’ll tell – no filters, no pretense.
I’m currently developing my public speaking skills through The Speakers Collaborative program. I’m particularly excited about our partnership in The Stronghold, which we’re building to become the most prominent veteran community on the internet. We’re not just creating another veteran resource but building a movement based on genuine connection and transformation.
I started this journey later in life, taking a non-traditional path to education and entrepreneurship. This perspective has given me unique insights into veterans’ challenges when breaking free from conventional career paths. What began with a simple commitment to show up authentically on LinkedIn has become a mission to help veterans recognize and embrace their potential beyond their military service.
What truly sets TSV apart is our unwavering commitment to authenticity and real connection. We’re not here to sell you a dream or pretend we have all the answers. Instead, we’re creating a space where veterans can be genuine, vulnerable, and supported in their journey toward their post-military purpose.
What’s a lesson you had to unlearn and what’s the backstory?
One of the biggest lessons I had to unlearn was saying ‘yes’ to every job opportunity that came my way. As The Strategic Veteran grew and my presence on LinkedIn increased, I started receiving numerous offers for positions that required my time, essentially traditional jobs in different packaging.
The backstory crystallized when I connected with my mentor through the ACP (American Corporate Partners) program. In just our first six weeks together, he had to tell me multiple times to ‘get my head out of my ass’ because I kept entertaining these job opportunities that would pull me away from my true mission. These weren’t speaking engagements or strategic partnerships – they were roles that would have put me right back in the box I had intentionally chosen to leave.
I’ve learned that just because you’re good at something or someone offers you a position doesn’t mean you have to take it. I left the traditional workforce because I chose not to play in the box society puts us in. Going back to that, even for attractive compensation or prestigious titles, would betray my journey and the message I share with other veterans.
This shift in mindset has been transformative. Instead of seeing these job offers as safety nets or validations, I now recognize them as potential detours from my mission with TSV. Sometimes, the most challenging part of growth is staying true to your path, even when seemingly great opportunities try to pull you back into the familiar comfort of traditional employment.
Have you ever had to pivot?
My most significant pivot came after I failed to honor a boundary I had set for myself. I had taken on a director role with a non-profit, telling myself I would leave if it started affecting my business, The Strategic Veteran (TSV). The position seemed like a great opportunity at the time, but I didn’t stick to my own rules.
The impact became clear when I realized I neglected The Stronghold, our veteran community platform. The community was generating $450 in monthly recurring revenue, but my divided attention was devaluing the experience for our members. I had to make a hard choice: continue trying to do both and deliver mediocre results, or pivot and focus on what truly mattered.
I chose to pivot. This meant making The Stronghold community free, giving up that monthly recurring revenue, and refocusing my energy on developing AI automation as a service. While it might seem counterintuitive to give up guaranteed revenue, this pivot aligned better with my core mission and allowed me to serve the veteran community more effectively.
This experience taught me a valuable lesson about the actual cost of not honoring your boundaries. Sometimes, what looks like a step backward – like making a paid community free – is a step toward better alignment with your mission and values. The pivot wasn’t just about changing business models; it was about recommitting to my original vision and ensuring I was delivering real value to our community.
Contact Info:
- Website: https://thestrategicveteran.com
- Instagram: @pete0585
- Facebook: https://www.facebook.com/profile.php?id=61563037727718
- Linkedin: https://www.linkedin.com/in/thestrategicveteran/
- Twitter: @thestrategicvet
- Youtube: https://www.youtube.com/@thestrategicveteran
Image Credits
the images are mine