I speak to Helder Pimenta, digital marketing expert. Not only does he know loads that can help you market your business, but he's also transitioning from a regular, salaried job to doing his own thing. We talk about why authenticity and sincerity are more important than slickly produced content. We cover the difficulties of selling transformational work, and how you can use technology more intentionally. Helder talks about his own challenges and how solving them has been a major part of what he's learnt. He also talks about why measurement and analytics are vital to understanding what works online.