Practical Ecommerce

Reading List: Postcode Anywhere’s Guy Mucklow

Guy Mucklow

Guy Mucklow

In “Reading List,” we ask ecommerce professionals to name some of their favorite books and blogs and tell us why they read them. For this installment, we corresponded with Guy Mucklow, CEO and co-founder of Postcode Anywhere, a global addressing company.

Postcode Anywhere offers a range of ecommerce solutions to increase efficiency and sale conversions. It is best known for its international address capture technology, used to quickly complete an address when purchasing online.

Guy Mucklow’s Top 5 Books

Crossing the Chasm by Geoffrey A More

“A must read book for anyone thinking of setting up a technology company. Full of sound advice about how to successfully transition between the early adopter and mass market; first find a successful beachhead, which will often be a technical team with a very specific problem; then adapt your technology to suit the market need, and finally milk it for all its worth. Sound practical advice from one of the world’s great marketing gurus.”

The Zappos Experience by Joseph Michelli

“If you believe, like I do, that it’s all about providing a service that goes beyond the customer’s expectations, then prepare to be zapped by Zappos. One of the fastest growing online shoe retailers that went from a standing start to generating over $1 billion in revenues in less than a decade — they’re obviously doing something right. Fantastic insights too into the management of culture. Zappos has it nailed to the point that they’re even selling how to do it to others. That’s style when your core business is shoes.”

Rework by David Heinemeier Hansson

“If you hate business books, then this one’s for you. Clear, concise advice for the entrepreneur in a hurry. Lots of war stories, from the usual hiring dos and don’ts to ‘why bother have meetings?’ all laid out in one to two page bite-sized chunks. Conventional wisdom, pitted against ideas that are plain ‘off the wall.’ Just the kind of stuff you want to hear about when you intend to swim against the tide.”

Behind the Cloud by Marc Benioff

“We’re big fans of Salesforce as it’s an important channel to market at Postcode Anywhere. Having been to numerous Dreamforce events over the years, we’ve witnessed them grow and our business alongside it. One thing that is often said about U.S. technology companies is that they often do sales and marketing better than the technical. Salesforce is no exception. I particularly liked the section on how to steal the public relations limelight — i.e., make a major nuisance of yourself, diss the competition’s way of doing things and watch things grow.”

Growing your Business by Gerard Burke, Liz Clarke, Paul Barrow, and David Molian

“Described as a handbook for ambitious owner-managers, this book addresses some key issues of growing a successful company from the personal point of view of the owner. It answers questions, like ‘how to develop a balanced management team’ and ‘how to manage change and future leadership role.’ These are highly relevant and, in my experience, not found in many other books of this type. It helps that one of the authors is a mentor too.”

Guy Mucklow’s Top 5 Blogs


“The site provides regular market research, infographics, guides and blogs and is a great way to keep a pulse on the retail industry.”


“I’m sure this is a firm favorite in everyone’s reading list by now. The GetElastic blog has been a standby for a while, and is still one of our favorites.”


“This is relatively new to the scene but provides great content on how to get online, sell online, grow sales and extend your digital commercial activities. Straightforward practical advice.”

Internet Retailer Magazine

“I always read Internet Retailer to see what’s happening in the industry.”

Micros Blog

“The technology provides insightful reports and blog posts about all things ecommerce. “

Practical Ecommerce

Practical Ecommerce

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