1) The document discusses the concepts of success and failure in business, noting that a startup is generally considered successful after 20 years while 100 years is considered eternal. 2) It shares experiences and lessons learned from early e-commerce businesses in Vietnam that failed despite having advantages, infrastructure, and technical expertise, highlighting the importance of marketing, community engagement, and adapting to the changing online market. 3) Key lessons emphasized include the need to break big goals into smaller targets, carry out both online and offline activities in parallel, and continually adjust plans as the online market evolves rather than rigidly following an initial master plan.