The All-Weather Investor | Building a $5M portfolio—$1M already achieved | Sharing everything I learn along the way

Strategic stock investing for Wealth Managers and Family Offices.

Wealth preservation is essential. 

But true financial stewardship requires strategic growth—built on conviction, discipline, and risk management.

Many wealth managers and family offices struggle to find stock investment strategies that deliver superior returns without unnecessary complexity. Our approach bridges that gap.

I’m Marcello, a former doctor turned full-time investor with two decades of experience in stock and crypto markets. 

Since 2016, I have worked with wealth managers, family offices, and high-net-worth individuals to implement investment strategies that maximize performance while protecting capital.

In 2020 and 2021, my momentum-based approach transformed $32,000 into over $1 million. 

Today, we refine and apply that strategy for professionals seeking an edge in the markets.

What we offer: 

↳ Institutional-grade stock strategies designed for long-term performance
↳ Risk-managed investment frameworks to navigate uncertainty with confidence
↳ Tailored solutions for wealth managers and family offices seeking scalable, high-conviction strategies

If you're looking to strengthen your portfolio strategy with a proven, data-driven approach, email me at marcello@mdvinternational.com

Marcello Duarte Vieira

Successful investing for superior returns focuses more on letting winners run and cutting losses quickly than on always predicting what will succeed, provided you're decent at spotting opportunities.

Fund Manager | Specialized Momentum & Risk-Hedged Solutions for Family Offices & Advisors | 20+ Years of Market Experience

I love stocks with strong fundamentals, but I love them even more when there's a long-term tailwind pushing them forward.

AI is speeding up the markets, making trends shorter and more volatile with sharper swings. More than ever, you need to move quickly and not always hold out for a pullback before jumping into a new trade.

You need conviction in your strategy so you can handle volatility without doing dumb things. Conviction comes from knowledge + experience.

In most market environments, strong stocks perform extremely well. The exception is bear markets and liquidity crises, where hedging matters most. Otherwise, concentrate on stocks in strong phases. Right now, memory, fiber optics, gold miners, and commodities stand out.

Great managers are great at execution. It’s not only about picking good stocks, but also about position sizing, letting winners run, and cutting losses short. I would argue that execution is even more important than stock picking.

Strategies should be built on first principles. There is no single magic formula in fundamental or technical analysis. You need to understand the concepts that truly make sense and matter most (the 80/20 rule), and have the courage and discipline to execute.

Over the last 14 years, I’ve built two successful companies and have spoken in over 14 international countries, sharing my expertise with a growing community of over 100,000 people.

My mission is to help companies create engaging content, generate leads, and profit from social media, and empower speakers to gain confidence, secure paid gigs, and become thought leaders.

I’m the founder of ZC Social Media, where we specialise in social media strategy, content creation, and lead generation, and of The Credibility Formula, dedicated to helping speakers become professional speakers and recognised thought leaders.

My portfolio:

→ I'm the founder & CEO of ZC Social Media, a social media agency with a vibrant online community of over 100,000 people
→ I’m the founder & CEO of The Credibility Formula, where I coach speakers to build their confidence and secure paid speaking engagements
→ I offer bespoke 1-2-1 training and consultancy to help businesses and individuals master social media
→ I lead the ZC Social Media Growth Academy, a programme designed to help businesses grow their online presence
→ I am a published author, recognised as a Top Voice on LinkedIn, and have made appearances on BBC, ITV, and BBC World News to share my insights on social media and thought leadership
→ I’ve had the privilege of speaking for NATO, a top brand to work with, further establishing my credibility on the global stage

My results:

→ 100k+ online community
→ 14+ years as the owner of ZC Social Media Agency
→ Speaker at events in 14+ international countries
→ Published author and recognised thought leader
→ TV and radio appearances on BBC, ITV, and BBC World News, Sky News, Ch4 and KMTV

If you want to learn more about how I built this, you can join my newsletter and receive a free video on “How to Get More Speaking Gigs from LinkedIn”:

→ GO HERE: http://www.zcsocialmedia.com/newsletter

If you want to explore 1-2-1 training or consultancy, visit my personal site:

→ GO HERE: http://www.zcsocialmedia.com

If you want to join the ZC Social Media Growth Academy:

→ GO HERE: http://www.zcsocialmediaacademy.com

If you want to join The Credibility Formula to gain confidence, get paid gigs, and become a thought leader, DM me.

Instagram: @zcairns
Facebook: ZoeCairnsUK
Twitter: @zoe_cairns
YouTube: @ZoeCairns

Zoe Cairns

16 YEARS OF ZC SOCIAL MEDIA.

And honestly… if you’d asked me back then where I thought I’d be now, I’d never have guessed this.

On 10 February 2010, I sat down with my boss and told him I was thinking about getting into social media and starting my own business. There was a recession. Uncertainty everywhere. There was definitely no “right time” to leave.

At that point, I was a mortgage broker and IFA. I loved what I did, but when the recession hit, it got tough, and it started to affect my health. After being diagnosed with Crohn’s disease in 2008, I knew I needed a fresh start and something that worked better for me long term.

Tech had always been there in the background. At university, I wanted to build websites, but the dot-com boom meant jobs were hard to come by. So I began my career in a small mortgage broker IFA firm in Gravesend, never imagining I’d move from finance into social media.

Going from IFA one day to social media expert the next felt like a leap. Two very different industries. Plenty of raised eyebrows. So I networked everywhere and spoke wherever I could. I properly saturated Kent.

One conversation changed everything. Carole Black gave me my first big speaking opportunity at a Women in Business event with Best Business Events. From there, I kept saying yes and showing up, until I was told I’d “done” Kent and needed to look further afield.

That led to my first international speaking gig in Warsaw, Poland, with Maurits Bruggink and Seldia | The European Direct Selling Association. Press and media followed, including speaking at NATO in Montenegro (Thank you Franky Saegerman) , picked up by the KM Media Group as a “Kent businesswoman speaking at NATO” story. That moment shifted everything.

Working with Shu Richmond opened doors I never imagined. ITV, BBC World News, BBC, and more. 

Over time, I’ve spoken in more than 14 countries across Europe, India, Malaysia, Ireland, London, and the US.

Alongside all of that, ZC Social Media has grown and evolved, from management and consultancy to training, strategy, and a membership site I absolutely love. Building my personal brand has become one of my favourite parts of the journey.

None of this happens alone. I’m grateful for the collaborators, team members past and present, our brilliant current team, my hubby Gareth and our clients who trust us every day with their brands.

I’m excited about what’s next, especially where AI is going and how we’re helping organisations and small businesses use it in practical, workable ways.

If you’re thinking about a change or starting something you’re unsure will work, sometimes you just have to start.

 Even when the timing feels far from perfect 💜

International Social Media Speaker and Trainer |Social Media Consultant | Social Media Strategist | BSc Hons

There are so many people who are quietly brilliant at what they do… but hardly anyone knows about them.

They have experience.
They get results.
They care about their work.

Yet they’re watching others get the speaking slots, the podcast invites, the partnerships and the clients.

This is something I see all the time.

It’s rarely about who is better. It’s about who is visible.

You can be delivering excellent work behind the scenes, but if you’re not regularly showing up, sharing your thinking and putting yourself in the right rooms, people won’t automatically think of you.

And if they don’t think of you, they won’t choose you.

Visibility isn’t ego. It’s strategy.

When we start focusing on visibility properly, everything shifts. Conversations change. Opportunities increase. Confidence grows because you’re no longer hidden.

If you want stronger credibility, better opportunities and consistent growth, you have to make it clear who you are and what you stand for.

Here are three simple ways to start:

→ Share your thinking
Talk about what you’re seeing in your industry. Share lessons, opinions and patterns you’ve noticed. Let people see how you think.

→ Put yourself forward
Apply to speak. Pitch for podcasts. Reach out for collaborations. Opportunities rarely land in your inbox by accident.

→ Stay consistent
One strong, thoughtful post each week builds far more authority than disappearing for months at a time.

If you feel overlooked right now, it’s usually not a talent issue.

It’s a visibility issue.

And that can be fixed.

P.S. If you know visibility is the thing holding you back, and you’re ready to raise your profile properly, DM me about Influence starting in April.

MORE THAN 80+ BUSINESSES JOINED US  TO GET PRACTICAL WITH AI

Last Thursday was a brilliant day inside the Growth Academy.

We started with over 30 members joining me for our AI Workshop at The Bridgewood Manor Hotel & Spa

The aim wasn’t to overwhelm anyone with tech talk. 

It was to show them how to actually use AI in their own business in a way that makes sense.

During the session, we covered:
• How to write better AI prompts using my C.L.A.R.I.T.Y Method
 • How to build their own AI model to create personal brand images
 • How to create an AI Twin for consistent, on-brand photos
 • How to set up simple workflows to automate repetitive weekly tasks using tools like Make and Zapier

What I loved most was seeing the shift in confidence across the room. 

People who started the day unsure about AI were leaving with real results and clear next steps.

One piece of feedback really stood out. Fiona said:

“I’d recently completed a prompt engineering course elsewhere, and although I finished it, it was so dull and a real struggle. Your AI course was the total opposite. Your examples bring everything together, so it makes sense and comes to life in front of us.”

That’s exactly what I want, clear, practical and useful.

Later that afternoon, we hosted our quarterly FREE ZC Social Media Academy networking event, which this time was an AI Special. 

Over 60 businesses joined us alongside our members. I shared three simple AI workflows that people can start using straight away.

We also launched the new AI Studio LAB inside the Growth Academy, with more hands-on AI training coming soon.

We finished the day with pizza, feedback, and some open conversations about what’s coming in 2026. 

It was a brilliant day! One I loved was delivering and also working with some amazing Kent and Medway businesses.

p.s If you’d like to know more about the Growth Academy, send me a message and I’ll happily share the details.

Especially if you’re curious about our upcoming ManyChat Automation Masterclass.

Kathy Barbara Gareth Hanna Tawa Fiona Mark Roland Lorraine Teresa Angel Sapphire Charles Jude Amanda Clare Paul Katherine Phil Unchalee

Something I've been working on behind the scenes for a while is finally ready to share. ✨

Influence, a 12-month, in-person personal brand programme.

One focused day together every month. A small group of just 8–10 people. And a full year of building the kind of visibility, credibility and authority that creates opportunities.

This is for business owners, consultants, and experts who know they're capable of more and are ready to take action.

We kick off in April, and I'd love to have the right people around the table.

If it sounds like something you want to know more about, just DM me, I'd be happy to have a chat. 💬

#PersonalBrand #Influence #ThoughtLeadership #Visibility

I forgot the final line of my closing quote… in front of a full room.

I was speaking about social media and how consistency compounds. 

The whole session had built up to this final point. I wanted to end on a quote I love:

“If we always do what we’ve always done, we’ll always get what we’ve always got.”

I started confidently.

“If we always do what we’ve always done…”

And then my mind went blank.

I couldn’t remember the second half.

Internally, I felt that rush. I felt hot. I could feel the slight shake. You know that split second where everything feels louder in your own head.

I paused and said, “I can’t remember the exact wording, but here’s what it means.”

And I carried on.

I explained that if we keep doing the same thing without measuring or improving, we’ll keep getting the same results. 

As I was finishing that sentence, the original quote came back to me, so I delivered it properly.

Big round of applause.

Afterwards, people came up to me and said they loved the authenticity and how I handled it.

What that moment taught me is this:

→ Stay calm
 Your body reacts before your brain does. Slow yourself down. Breathe. The audience will follow your energy.

→ Focus on the message
 You don’t need perfect wording. You need clarity. The meaning matters more than the quote.

→ Keep going
 Momentum is more important than perfection. Most people won’t notice what you think was a mistake.

The more visible you become, the more moments like this you’ll experience. 

That’s part of growth.

Confidence isn’t about never wobbling.

It’s about knowing you can recover.

P.S. If visibility is the thing holding you back and you’re ready to raise your profile properly, DM me about Influence starting in April.

Should we ban social media for under 16s?

I’m talking about this on GB News later today and, if I’m honest, I’ve got mixed views.

→ Safeguarding comes first.

That’s the starting point for me. 

We can’t ignore the concerns around mental health, harmful content and how addictive some platforms are. 

If something is causing harm to young people, we should take it seriously.

I work in social media every day. 

And even as an adult, I can see how one post, one video, one comment can change your mood or how you feel about yourself. 

It doesn’t take much. 

So if that can affect us, of course we need to think about how it affects young people.

I don’t have children, but I’ve got two amazing nephews. I’ve watched them grow up online, through gaming, YouTube, social platforms and it’s just part of their everyday life now.

→ Preparation.

But here’s the other side of it.

Social media isn’t going anywhere. It’s how people communicate. It’s how businesses market themselves. 

It’s how a lot of young people will end up working.

Some leave school at 16 and go straight into work. 

Technology is moving fast. AI is moving fast. 

If we block access completely until 16, what happens then? 

Do they just turn it on one day and suddenly know how to handle it?

For me, schools should be teaching young people how this stuff actually works. 

How algorithms work. 
How to protect yourself. 
How to spot fake stuff. 

Not just “stay off it” but how to use it properly.

→ Accountability

And I’m definitely not defending big tech.

These platforms are built to keep people on them. 

That’s the model. 

So responsibility can’t just sit with parents and teenagers. 

The platforms themselves need to be held to account for how content is pushed out and what young people are being exposed to.

So yes, protect young people.

But we also need to prepare them and hold the platforms responsible.

It’s not a simple yes or no.

What do you think? Would love to hear your views 👇🏻

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Everyone talks about AI automation like it’s complicated… but it doesn’t have to be.

For most, the real problem isn’t a lack of tools. It’s time. 

Time to plan content. 

Time to review what worked. 

Time to sit there wondering what to post next.

This is where simple AI workflows come in. Not fancy systems. Not tech overload. 

Just one small setup that quietly helps you every week.

Imagine this. 

Every Monday morning, you receive a short social media plan. 

It looks at what you posted last week, what actually worked, what didn’t land, and what’s currently trending and working in your niche. 

From that, it suggests a few clear, relevant ideas for the week ahead, written in your tone and ready to use.

You didn’t ask for it. 

You didn’t sit down for an hour to plan it. 

It just… appears.

That’s the opportunity most people miss with AI. It’s not about doing more. It’s about removing friction from the things you already need to do.

When people see this for the first time, there’s usually a pause, followed by “oh… that would actually help me”.

And that’s exactly the point.

AI doesn’t need to be overwhelming to be useful. 

One simple workflow can save you time every single week and give you more headspace to focus on running your business.

P.S. This is exactly the kind of thing we’ll be building and walking through step by step at From WTF to Ninja. 

If AI feels confusing, messy, or you’re not sure how it fits into your business, this day is designed to change that. Learn more: https://lnkd.in/eth5vQva

I said yes to a TV interview. When I arrived, it wasn’t what I’d expected.

Not every opportunity is the right opportunity.

A tv journalist once messaged me asking if I could come up to London for an interview. It sounded exciting. Great exposure. A good platform.

So I said yes.

When I arrived, it wasn’t quite what I’d expected. It was a different show, a different tone and not fully aligned with what I thought I was walking into.

It wasn’t “bad”. It just wasn’t right.

And that moment taught me something important about visibility.

As your profile grows, more doors open. But not every open door should be walked through.

Here’s what I now do differently:

→ Research the platform properly
Don’t just look at the logo. Watch previous episodes. Look at the tone. 

See how guests are introduced and what type of conversations they have. Know exactly who the audience is and whether they are your audience. Visibility affects how you are positioned, so make sure you’re comfortable being associated with that platform.

→ Ask clearer questions upfront

What’s the angle of the interview? Are there any sensitive topics? Is it live or pre-recorded? Who else is on the panel? The more information you have beforehand, the more prepared and confident you’ll feel. Never assume the conversation will stay in your lane.

→ Protect your brand values
Exposure can feel flattering, especially when you’re building momentum. But ask yourself: does this align with how I want to be known? Does this support my long-term positioning? One appearance might not define you, but repeated misalignment will.

When you’re building authority, being visible isn’t about saying yes to everything.

It’s about being intentional about where you show up.

And remembering what you stand for. Your values. Your beliefs.

One minute of TV isn’t worth undoing years of hard work building your reputation.

P.S. If visibility is the thing holding you back and you’re ready to raise your profile properly, DM me about Influence starting in April.

"We’re posting on the company page… but leadership aren’t really involved".

If you’re in marketing, you’ll know exactly what this feels like.

You’re planning the content calendar.
You’re making sure the page doesn’t go quiet.
You’re pulling the stats together each month to show what’s working.

But senior leaders either aren’t posting at all… or they’re resharing the company update with “Great work team 👏” and leaving it there.

Then the question comes back to you:

Why isn’t LinkedIn growing?

Here’s what’s often missing.

Company pages rarely grow on their own. On LinkedIn, people connect with people first. If leadership aren’t visible in a consistent and intentional way, the company page can only go so far.

When leaders aren’t clear on what they should be talking about, why it matters, or how it connects to the bigger picture of the business, LinkedIn becomes “a marketing job” instead of something the whole business stands behind.

So what actually helps?

→ Start with the company goals. What is the business focused on this year? Recruitment? Positioning? New services? LinkedIn should reflect that direction.

→ Align this with the marketing plan. Campaign themes and priorities shouldn’t sit separately from leadership content. They should support each other.

→ Define clear visibility pillars for leadership. Industry insight. Business updates. People and culture. Client stories. When leaders know what they need their posts to be focused on, posting becomes simpler and more consistent.

→ Audit and optimise senior profiles. If someone lands on a leadership profile, does it clearly position them and reinforce the company message?

→ Put structure and support in place. Most leaders aren’t unwilling. They’re unsure. With guidance and a clear plan, everything becomes easier.

Recently, I’ve been working with a large brand in London where we aligned the company page strategy with a leadership strategy, rewrote senior profiles, and mapped out content pillars for the senior team. The biggest shift wasn’t just engagement. It was focus and consistency.

It stopped feeling like marketing pushing content out alone and started feeling properly joined up.

P.S. We’re onboarding two LinkedIn management clients this month. If you’d like to explore a more structured LinkedIn approach for both your company page and leadership team, send me a message.

Should businesses post from company pages or personal profiles on LinkedIn?

I get asked this all the time.

Many teams and business owners aren’t sure where to focus. 

Do we put all our effort into the company page? Or should the directors and team be posting from their own profiles?

It can feel like one always gets left behind. 

When the company page is active, leaders go quiet. 
When leaders are posting, the company page looks flat. 
Then people say, “LinkedIn isn’t working.”

Here’s the reality. 

They do different jobs. And they work best together.

Personal profiles usually get more reach. LinkedIn is built for people. People follow people. When a leader shares their thoughts, experience or opinion, it feels real. 

That’s why engagement is often higher on personal profiles.

Company pages still matter. They build credibility. They show what the business actually does. Case studies, services, team updates, culture, job opportunities this is where it all lives. 

When someone checks you out, your company page needs to look active and clear.

So how do you balance both?

→ Clear role for leaders
Leaders shouldn’t just repost company updates. They should share insight, lessons, opinions and stories from their own experience. That’s what builds trust.

→ Strong, consistent company page
The company page should post regularly about services, results and what’s happening in the business. It needs to look alive and up to date.

→ Link everything together
Leaders can mention company projects in their posts. The company page can tag leaders. This creates more visibility in different feeds.

It’s not brand versus profile. It’s brand and profile.

When you use both properly, one builds relationships, and the other backs it up with credibility.

P.S. If you’d like a professional review of your LinkedIn company page and leadership profiles, DM me to book a discovery call.

Looking forward to speaking at The Kent Business Show on the 19th March.

#KBS2026

Final session – don’t miss this - How AI can transform your content #KBS2026
We are delighted to close the The Kent Business Show with Zoe Cairns one of the UK’s leading social media speakers.

AI is making it faster and easier to create great content and Zoe will show you exactly how to use it in your business. From coming up with ideas to writing posts and creating graphics.  You will see how AI can save you hours and help you stay visible.

If you promote your business online you will have the confidence to work smarter and stay ahead. Zoe is known for her practical down-to-earth advice so you will leave with ideas you can use straight away.

Zoe Cairns | 2.30pm | Whitstable Room
19 March
Ashford International Hotel

Just once a year — don’t miss this packed day full of opportunities.
Book your free place now: www.kentbusinessshow.co.uk

#KBS2026 #KentBusinessShow #AIforBusiness #SocialMediaTips #ContentCreation #KentBusiness #BusinessEvents #MarketingTips #WorkSmarter #Ashford #UKBusiness

It’s been a week since I shared Influence, and I’ve honestly been overwhelmed by the response.

One of the most common themes in the conversations I’ve had is this:

“I’ve got years of experience… but I’m not sure how to turn it into something bigger.”

And this is where personal branding really matters.

A personal brand isn’t just about posting on LinkedIn.

It’s about getting clear on what you know, what you stand for, and how that knowledge can become something scalable.

For some people, that’s a digital product.
For others, it’s a membership.
For others, it’s a structured programme or workshop.
But none of that works if your thinking is still stuck at “I just deliver services”.

Inside Influence, we spend time mapping this properly.

What do you actually know inside out?
What do people repeatedly ask you for help with?
What could that become if you structured it intentionally?

Because monetising your knowledge isn’t about adding more work.
It’s about packaging what you already know in a smarter way.

That’s a huge part of building a personal brand that grows beyond you.

There are five spaces remaining for April.

P.S. If you’ve been sitting on knowledge you know could become something more, DM me Influence and we’ll start the conversation.

#PersonalBrand #OnlineBusiness #ThoughtLeadership #Influence

Marketing can’t carry LinkedIn alone.

After my last post, I had a couple of marketing managers reach out saying, “This is exactly where we’re at… but what do we actually do next?”

So let’s talk about the first step.

If LinkedIn feels disjointed between the company page and leadership, the answer isn’t more posts or another content push.

It’s alignment.

Here’s what I would do first:

→ Plan a date to bring the leadership team together.

Not a quick chat in passing. A focused session purely on LinkedIn and visibility. Use that time to show how LinkedIn can support the business when it’s aligned properly. 

When leaders understand how their voice contributes to the bigger picture, things shift quickly.

→ Bring in someone to guide that session.

This is often where I come in.

Sometimes hearing it from outside the business removes the pressure from marketing and reframes LinkedIn as a business-wide opportunity rather than just a marketing task. 

In those sessions, I walk leadership teams through what good looks like, how personal visibility supports the company page, and what role each person plays.

It gives everyone focus and a shared understanding.

→ Then map the strategy properly.

Define leadership visibility pillars. Agree the themes that reflect the direction of the business. Clarify how personal profiles and the company page support one another. Decide what consistency looks like and who owns what.

When everyone understands the why and the how, action becomes much easier.

What works best is when LinkedIn stops being something marketing are chasing people about and starts being something leadership feel confident contributing to.

That shift doesn’t happen by accident. It happens when there’s structure and buy-in.

P.S. We’re onboarding two LinkedIn management clients this month. If bringing leadership and marketing into alignment on LinkedIn is something you’d like support with, send me a message.

If platforms can push content to millions in minutes…
Why can’t they stop harmful content just as fast?

I’ve been following the Mark Zuckerberg case and it’s really made me think. (News case here: https://lnkd.in/eSHta7CA)

Social media platforms are built to keep us on them. 

The scrolling, the suggested posts, the notifications, none of that is random. The longer we stay, the more money the platform makes.  That’s just how the model works.

For adults, that’s one thing. We can (hopefully) manage our time and make choices.

For young people, it’s different.

They are growing up with feeds that never end, content that can shape how they see themselves, and now AI making it even harder to tell what’s real and what’s fake. That worries me.

Where I think the bigger issue sits now is content moderation, especially with AI. 

The speed at which fake news, deepfakes and harmful content can be created is frightening.  Waiting until something has already gone viral before taking it down isn’t good enough.

If platforms have the technology to push content to millions within minutes, they should also have stronger systems at the posting stage. Not just reacting once the damage is done.

Social media has done amazing things for connection and business.

But we can’t ignore the other side of it.

What are your thoughts?

taplio

The Battle

Marcello Duarte Vieira

Zoe Cairns

Followers

Posts

Engagements

Likes

Performance ScoreMarcello Duarte Vieira's LinkedIn Performance

Performance ScoreZoe Cairns's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Marcello Duarte Vieira

Zoe Cairns

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Marcello Duarte Vieira's LinkedIn Performance

Performance ScoreZoe Cairns's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreMarcello Duarte Vieira's LinkedIn Performance