Welcome to the Salt Strong podcast, Disrupting Fishing Entertainment as you know it.

Prepare to laugh.

Prepare to get to know fishing legends in a whole new and unfiltered way.

And on occasion, you might even learn a thing or two about fishing.

Here's your host, Joe Simons, like diamonds.

Hello, everyone, Joe Simons, like diamonds, back again with Salt Strong unchurched.

And I usually kick it off with the subject line or the headline of the podcast, but I'll

be honest, I don't know what it's going to be yet. And I've had quite a few conversations and you've

probably heard some of these conversations with my buddy here, Chris McAllister, who has been on

unchurched a few different times now in the past. And every time I walk away with some aha moment,

like sometimes even like mind altering like aha moment,

like wow, I never even looked at things that way.

And Chris has helped me out personally.

He's helped me out professionally.

He's helped our company out professionally.

The company's called Site Shift. And we've used them for quite a few years now to just help grow our company, both on the cultural side, which she's got a new book we talked about that we will talk about here. And the very first book, though, was figured that shift out. And it was all about the identity shift. A lot of you longtime listeners remember it. It was, it was very, very eye-opening to me, to our team, to my brother. I would dare to say, like, life-changing stuff. And that flowed over into marriage, float over another conversations

and my relationship with the kids, coworkers, et cetera. And so Chris wrote this book,

Make Culture Your Edge, and that was one, I don't know what to say I wasn't as excited about

because I think a lot of people, just me being honest, Chris, they think I already got culture figured out.

Like, you know, I want some tactics on something else.

And I finished reading it and I was like, whoa.

And I went back and looked at some of my notes before this and all the things I had highlighted.

...