Introduction
In Episode 52 of The Incredible Machines podcast, hosts Jon Oliff and Luke Holden are joined by Samantha Edwards, a marketing and advertising professional whose life and career have taken her from Port Elizabeth to London, back to South Africa and through two cancer diagnoses.
This episode is a deeply personal exploration of resilience, fear, perspective, and the power of staying present when the future feels uncertain. Samantha shares her journey through career shifts, family life, motherhood, medical trauma, and the emotional reality of facing cancer not once, but twice.
Along the way, Samantha opens up about the support systems that carried her through, including her husband Scott, her mother and the unexpected kindness of Leonie, a woman who barely knew her but chose to be present during one of the most frightening moments of her life.
Whether you are navigating uncertainty, supporting someone through illness, rebuilding after trauma or simply trying to live with more presence and gratitude, this conversation offers an honest reminder of what really matters.
Key Highlights from Samantha Edwards in Episode 52
1. Facing Cancer Twice
One of the most powerful parts of Samantha’s story is the shock of being diagnosed with cancer a second time. After her first diagnosis, surgery, and chemotherapy, she began to rebuild her life with the hope that cancer was behind her.
When it returned, the disbelief was overwhelming. Samantha speaks openly about the emotional toll of recurrence, the fear of waiting for results, and the way a cancer diagnosis changes how you interpret every ache, scan, and appointment.
Her story gives language to something many survivors understand deeply: the physical treatment may end, but the emotional experience continues long after.
2. Learning to Stay Present
A central theme in this conversation is Samantha’s effort to live in the present. She reflects the reality that none of us can predict what’s coming, and that worrying about an unknown future often steals from the only moment we have.
For Samantha, this isn’t a motivational line. It’s a survival strategy and how she has learned to manage anxiety around scans, fear, and the uncertainty that comes with life after cancer.
3. The People Who Carry Us
Samantha’s story is also about support. She speaks with deep emotion about her mother, who showed up repeatedly through surgery, chemotherapy, and motherhood.
When Jon asks what Samantha would say to her mother if it were the last chance, she had to speak to her, Samantha’s answer becomes one of the most moving moments of the episode.
“I want her to know how amazing she is.”
She also shares the story of Leonie, who barely knew Samantha but asked to scrub in during her surgery. That act of kindness still brings Samantha back to the fear and vulnerability of that day, and it becomes a reminder that small acts of care can leave a lifelong mark.
4. Returning to Work After Trauma
After cancer, Samantha thought she might experience a major shift in purpose and career direction. She wanted to use what she had been through in a meaningful way, but the reality of life, income and responsibility made that more complicated.
She speaks honestly about returning to advertising, not because the experience had not changed her, but because starting something completely new felt overwhelming during an already difficult season.
This part of the conversation is especially relatable for anyone who has been through something life altering and then had to return to ordinary routines, deadlines and responsibilities.
Featured Quote
“You can’t control the future. You can only control what’s going on right now.”
~ Samantha Edwards
🛠️ Advertising Campaign Mentioned
BMW Beat the Bends Campaign: Samantha chose BMW’s Beat the Bends as her related campaign example. The ad stands out for its sharp conceptual thinking and its clever response to Mercedes Benz on Chapman's Peak. Samantha highlights how the idea communicates confidence without needing to directly state superiority, making it a memorable example of South African creative advertising.
Conclusion
Samantha Edwards’ story is an honest and incredible reminder that resilience isn’t about pretending to be fearless. It’s about moving through fear, asking questions, leaning on the people who love you and learning to stay present when the future feels impossible to control.
If you're navigating uncertainty, health challenges, grief, fear or change, this episode is a reminder that sometimes the most important thing we can do is focus on the moment in front of us.
Frequently Asked Questions:
Who is Samantha Edwards?
Samantha Edwards is a South African marketing and advertising professional with experience across production, public relations and agency life. Her career has taken her from Port Elizabeth to London, back to South Africa and into the Durban advertising world. In Episode 52, she shares her personal journey through two cancer diagnoses, motherhood, resilience, and life after treatment.
What is the Incredible Machines podcast?
The Incredible Machines podcast is a thought leadership series produced by Tim Africa, featuring conversations with visionary entrepreneurs, leaders, and change-makers from across the continent.
Where can I listen to the full episode with Samantha Edwards?
You can listen on all major platforms including:
🎧 Spotify
🍎 Apple Podcasts
🌐 Tim Africa Podcast Hub
👣 Relevant Links
Samantha Edwards’ LinkedIn: https://www.linkedin.com/in/samedwards81/
Samantha Edwards’ Facebook: https://www.facebook.com/samantha.hewitson
Samantha Edwards’ Instagram: https://www.instagram.com/samanthedwards/
Samantha Edwards’ Threads: https://www.threads.com/@samanthedwards
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