Asking an e-commerce entrepreneur whether he or she knows what the business looks like may seem silly. After all — doesn’t it seem a given that no one can run a business, whether an e-commerce venture or a traditional bricks-and-mortar storefront operation, without knowing its basic financial information, especially cash flows, receivables and payables, and the balance sheet?

But if the entrepreneur examined this concept and assumption critically in a mirror, and — give me the benefit of engaging in some creative fantasy here — the business could “talk freely” to the entrepreneur, to paraphrase the 1980s group, The English Beat, what would it say?

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