Doing business in an Amazon world requires more than short-sighted "tips and tricks" which leave retailers chasing the tail of a trillion-dollar dragon they'll never beat. If independent ecommerce as we know it is going to survive, we must smash our preconceptions about product value, shopping experiences, and "minimum viable" software solutions in the shadow of major retail marketplaces. As CEO of the Miva ecommerce platform, Rick Wilson's...