I re-read “Bessemer’s Top 10 Laws of E-Commerce” as I do from time to time. It’s not a particularly well known or indeed new document (published 2010). Nevertheless, it’s still relevant and for the most part (though not entirely) right on. Particularly pay attention to #1, #5 and #9.
Do you follow any of these? Do you have any of your own? Feel free to share and discuss in the comments.