In this episode of UnEDited, Ed sits down with Matt Desmier - creative strategist, innovation consultant, and founder of Silicon Beach. Together, they explore why most businesses are getting positioning wrong, how culture fuels real innovation, and what it takes to build brands that create genuine value. From his work with university spinouts to his bold approach to personal branding, Matt shares honest, thought-provoking insights that challenge the status quo. A must-watch for marketers, leaders, and innovators ready to think differently.