#31: Joe Simonds - Why Niches Still Win in the AI Age

Joe Simonds is an author and co-founder of Salt Strong, a fishing education, content, membership, tackle, and community business he started with his brother Luke after leaving financial services. In this episode, we talk about walking away from a successful but unfulfilling career, building Salt Strong from scratch, working with family, growing through content and community, and what changed after the company’s recent sale.We also get into AI, why “riches are made in niches,” protecting community standards, the fishing theme park idea, and why writing down your mission, vision, and core beliefs can change how you build. Subscribe for more conversations like this on Pieces of Impact.Join the newsletter: https://substack.com/@stevesegerWatch on YouTube: https://youtube.com/@steve_seger2?si=NcXPNK00GHANUmpRListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/pieces-of-impact/id1851467002Listen on Spotify: https://open.spotify.com/show/2IGYfTSYNvsD96UjUqqCJt?si=fa8d2e2a653f491bConnect with Steve on LinkedIn: www.linkedin.com/in/stevesegerGuest links:Website: SaltStrong.com, Joe’s book link: https://www.amazon.com/Fishing-Happiness-Ultimate-Achieving-Fulfillment/dp/0692733051Salt Strong YouTube: https://www.youtube.com/@SaltstrongSalt Strong Instagram: https://www.instagram.com/thesaltstrong/00:00 Why I Wanted to Have Joe On02:19 Leaving Financial Services for Something More Fulfilling09:06 The First Sale That Made Salt Strong Possible10:25 Seven Months Before Taking a Day Off11:36 What Works and Doesn’t When Building With Family14:45 Free Content, Memberships, and the First Signs of Momentum18:31 Community First, App Second24:10 Core Beliefs, No Cursing, and Protecting the Culture25:54 Riches Are Made in Niches, Even in the AI Age31:06 Selling Salt Strong Without Losing the Mission37:59 The Funniest Part of Selling the Company41:27 The Fishing Theme Park Vision51:00 The Grandfather Story and Creating Memories That Matter55:58 Final Wisdom: Write Down the Mission