Unleashing Veteran Identity and Purpose: Lessons from Steven Eugene Kuhn
For veterans navigating life after the military, few questions are more daunting than: Who am I now? The loss of uniform, mission, and rank can leave a void—one that requires more than a new job or degree to fill. This is where the concept of Veteran Identity and Purpose becomes a cornerstone of any successful transition.
In a powerful episode of The Scoop, a subchannel of the VET S.O.S. podcast, host Kings sat down with combat veteran, business strategist, and author Steven Eugene Kuhn. Kuhn’s resume is impressive—Bronze Star recipient, international advisor, and co-author of Unleash Your Humble Alpha. But what makes his story resonate is his raw honesty about the journey from battlefield to boardroom and the personal discoveries along the way.
From Combat Veteran to Global Connector
Steven Eugene KuhnSteven Eugene Kuhn didn’t follow a typical post-military career path. After leaving the Army in 1993, he stayed in Europe and launched a series of businesses—cocktail bars, construction companies, and insurance firms—despite having no formal business training. Eventually, he became a trusted advisor to billion-dollar corporations, political leaders, and even royalty.
But Kuhn attributes his success not to luck or connections, but to claiming his identity and leading with purpose. He coined the phrase “Powerful Connector” as his personal moniker—not just for branding, but to anchor his daily decisions in alignment with who he truly is.
This idea of consciously defining and owning your veteran identity and purpose forms the heart of Kuhn’s message and his book.
The Problem with Post-Military Identity
Kuhn doesn’t sugarcoat the emotional toll of transition. He speaks candidly about the mental trap many veterans fall into: clinging too tightly to a military identity that no longer serves them.
“If you hang on to your identity as a soldier, you won’t progress,” Kuhn says. “You might stay in the military ecosystem, but if you want to go somewhere new, you have to let that go.”
This isn’t about abandoning your past—it's about transforming it into something that fuels your next mission. Many veterans feel unfulfilled in the civilian world because they haven’t redefined their purpose. The military gave them a sense of meaning, belonging, and identity. Without consciously rebuilding that foundation, the civilian sector feels hollow.
Claiming a New Identity with Intention
In Unleash Your Humble Alpha, Kuhn outlines actionable steps for rediscovering self-worth and building a new post-service life. Each chapter includes exercises designed to help veterans:
Define their core identity
Clarify their personal mission statement
Discover their unique “two-word moniker”
Align their actions with integrity and impact
For Kuhn, the turning point came when someone else saw potential in him that he didn’t yet believe in himself. A bar customer asked him to run a multinational company—and Kuhn accepted, despite having no experience with profit-and-loss statements or corporate leadership.
“If someone sees it in you, it means it’s in you,” he says.
That realization unlocked the next chapter of his life and continues to guide how he coaches others in discovering their veteran identity and purpose.
Urgency, Integrity, and Momentum
Another major takeaway from Kuhn’s experience is the value of urgency and follow-through.
“If you’re not the fastest in the room—but precise—you’ll lose. People don’t call back, don’t follow up. Integrity and urgency are rare—and that makes them powerful.”
This mindset mirrors military operations but is often underutilized in civilian contexts. By executing with urgency and standing behind your word, you distinguish yourself from the competition and build trust rapidly.
These are not just business principles—they’re leadership principles that help veterans live out their identity and purpose with confidence and clarity.
The HIT Framework: Honesty, Integrity, Transparency
One of the most resonant tools Kuhn shares is what he calls “HIT”—Honesty, Integrity, and Transparency. This framework forms the behavioral foundation for veterans looking to reinvent themselves.
Honesty starts with self-reflection. Why do you think, say, or do what you do?
Integrity is about follow-through and alignment between words and actions.
Transparency is how you present yourself authentically to others.
Together, these create authenticity, which Kuhn says is essential for determining your true market value. When you live authentically, people recognize it—and they respect it. In fact, Kuhn believes that authenticity rooted in HIT principles is what attracts high-level opportunities in both business and life.
Filling Your Own Cup First
Many veterans fall into the trap of over-serving others while neglecting their own well-being. Kuhn uses the image of a champagne tower to illustrate how important it is to keep your own “cup” full.
“Most people walk around with half-full cups,” he says. “They’re addicted to helping, but they’re giving from scarcity.”
This simple but profound metaphor reinforces the importance of self-care as a prerequisite to serving others. To lead, coach, or uplift others, veterans must first reclaim and sustain their own energy, focus, and clarity.
Building and Elevating Your A-Team
Kuhn also emphasizes the importance of surrounding yourself with the right people—your “A-Team.” These aren’t just friends or colleagues; they are people who challenge and elevate you.
“You are responsible for the vibration of those around you,” he says. “Empowerment means creating space for others to step into their greatness.”
He reminds listeners that proximity matters. Whether through in-person networks or digital communities, the people you engage with should align with your vision and values. Your veteran identity and purpose are too important to leave to chance—so be intentional about who you share them with.
Momentum Through Service and Presence
In the military, momentum is often a matter of physical movement. In civilian life, it’s more often emotional or relational. Kuhn explains how momentum is tied to investing in relational capital—offering value without an agenda.
“The only thing you can control is the intention of adding value by solving problems.”
This simple shift in mindset can change every conversation, business deal, or relationship. When veterans stop trying to sell or impress and focus instead on helping and connecting, they unlock momentum that feeds both their purpose and their network.
Faith Beyond Belief: The Three-Stage Model
Kuhn closes the interview with a reflection on how transformation unfolds over time:
Belief – You choose to believe something is possible.
Faith – You trust that what you can’t yet see will materialize.
Being – You embody the result. You become the version of yourself you envisioned.
This evolution from belief to being is the essence of Veteran Identity and Purpose. It’s not about adding titles or collecting achievements. It’s about becoming the kind of person who shapes their world from the inside out.
A Final Word: You Are the Top Cup
Steven Eugene Kuhn’s story is more than inspirational—it’s instructional. His message to veterans is clear: your transition is not the end of your mission; it’s the start of a new one. And the sooner you claim your identity and align with your purpose, the sooner you’ll build a life of lasting impact.
Whether you’re preparing to transition or decades into civilian life, it’s never too late to re-evaluate and re-align. Your veteran identity and purpose aren’t behind you—they’re ahead of you, waiting to be defined.
