#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/@steveseger Watch on YouTube: https://youtube.com/@steve\_seger2?si=NcXPNK00GHANUmpR Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/pieces-of-impact/id1851467002 Listen on Spotify: https://open.spotify.com/show/2IGYfTSYNvsD96UjUqqCJt?si=fa8d2e2a653f491b Connect with Steve on LinkedIn: www.linkedin.com/in/steveseger Guest links: Website: SaltStrong.com, Joe’s book link: https://www.amazon.com/Fishing-Happiness-Ultimate-Achieving-Fulfillment/dp/0692733051 Salt Strong YouTube: https://www.youtube.com/@Saltstrong Salt Strong Instagram: https://www.instagram.com/thesaltstrong/ **00:00** Why I Wanted to Have Joe On **02:19** Leaving Financial Services for Something More Fulfilling **09:06** The First Sale That Made Salt Strong Possible **10:25** Seven Months Before Taking a Day Off **11:36** What Works and Doesn’t When Building With Family **14:45** Free Content, Memberships, and the First Signs of Momentum **18:31** Community First, App Second **24:10** Core Beliefs, No Cursing, and Protecting the Culture **25:54** Riches Are Made in Niches, Even in the AI Age **31:06** Selling Salt Strong Without Losing the Mission **37:59** The Funniest Part of Selling the Company **41:27** The Fishing Theme Park Vision **51:00** The Grandfather Story and Creating Memories That Matter **55:58** Final Wisdom: Write Down the Mission