What separates your ecommerce business from your competitors? A better product helps, of course. But, says Steven Sashen, ecommerce pioneer and co-founder and CEO of Xero Shoes, there’s another element that’s much more important.

It has to do with how you interact with your audience in the age of the nameless, faceless Internet. Steve breaks down his approach, and we also talk about…

• The wrong question to ask about success and failure
• A huge red flag to watch for when hiring digital marketing agencies
• The pre-Web origins of ecommerce
• How bad shoes are impacting your whole body health
• And more