Before becoming a venture investor at Astella, Edson played in a well-known Brazilian punk band and once opened for Nirvana, and he later became known for backing major Brazilian software successes like RD Station and Omie, building a reputation centered on go-to-market and product strategy. He also created a personal brand around mapping growth patterns across more than 25 years and four tech waves, using memorable ideas like horse and jockey for founder-market fit and Everest for how rare it is to build a unicorn.