What happens when you're spending hundreds of thousands a day on Meta ads, the revenue looks great... and then the business nearly collapses?

In this episode of UnEDited, Ed sits down with Fredrik Boysen, founder of ProfitMetrics.io, to talk about how measuring the wrong things nearly cost him everything. They explore why so many brands and marketing teams are still relying on revenue-based reporting, what real ROI actually looks like, and how Fredrik turned that near-disaster into a platform that's helping businesses track what really matters.

If you're in eCommerce, work agency-side, or just want to have smarter conversations about marketing performance, this one's for you.

In this episode of UnEDited, Ed sits down with Charlotte Day, Head of Sales and Marketing at New Forest Ice Cream, to chat about what it really takes to grow a heritage brand without losing what makes it special. From her hospitality roots to leading a rebrand, Charlotte shares how she’s helping the business scale up, reach new customers, and create flavours chefs (and the rest of us) actually want.

They talk about the power of saying yes and figuring it out later, why relationships are everything in business, and how authenticity, teamwork, and a few scoops of pineapple sorbet can go a long way. Sweet, smart and seriously insightful.

What do Pokémon, K-pop and B2B onboarding processes have in common? More than you’d think, especially if you're a marketer.

In this episode of UnEDited, Ed sits down with Calvin Innes, Creative Director and GM at JVM Nerd, to talk about the rise of nerd culture, the power of fandom, and why brands that want real loyalty need to move beyond audience building and start creating genuine connections.

From gamifying corporate training to collaborating with pop culture IPs, Calvin shares what it takes to tap into passionate communities (without getting it horribly wrong), and why understanding your audience is all about knowing what they care about and WHY!

Whether you're B2C, B2B, or still pretending this doesn’t apply to your brand, this one's packed with insights that might just change how you think about marketing.