About Me

Built By Choice started as a name for a website and turned out to be the way I think about most things.

Everything I've ended up with, the businesses, the work, the shape of my days, came from a choice I made somewhere along the line. Some of those choices were good. A few were expensive. None of them happened to me. That's the part people skip over, and it's the part that matters. You choose, you live in the result, then you choose again.

So this is where I write it down.

I'm Eddie. I run EDCAN, the company behind Martian Made, a British sleep brand selling pillows and bedding on Amazon and direct to customers. Before that I spent fourteen years running a web design and technology business, which I wound down. Nine years selling on Amazon. One book, 12 Startup Success Secrets. No outside investment in any of it.

The writing here goes two ways. There's the business side: Amazon, DTC, automation, the things I'm actually doing this week rather than the things that sound good in a case study. And there's the personal side: decisions, identity, family, the stuff I think about at midnight when the house has gone quiet.

I don't write to a content plan. I write when something's worth writing down.

There's no community to join and nothing to buy. If a post is useful, take it. If you want to argue with me about something, my email isn't hard to find.

Anyway. That's the site.

To get in touch with me, go here.