Conventional wisdom can be fatal to an Internet business, where margins for error can be minuscule.
In an industry with little history, drawing lessons from experience is tougher. The consequences of drawing the wrong conclusions can be even tougher. The e-commerce arena is changing so quickly that yesterday's market opening is today's blind alley. But some big lies about e-commerce masquerade as sage advice. So far, the Web has saved firms more money than they've made from it.