in 111 Books in 2011

#22/111: Eyeballs Out

What is it about?

What is life about on an aircraft carrier? And how can it be applied to business? Donna Sturgess experienced this for her own for two days and wrote about her discoveries she made.

Key points?

Create thrill: Often big organizations lack of risk-taking people. If you want to turn risk-averse people into risk-taking people you should try to create thrill. Introduce new concepts, let people take risks for themselves. This action can revitalize your company.

Immerse yourself: One key point of IDEO’s success is observing the consumer. Mrs Sturgess recommends a similar concept. You should immerse yourself into a new setting (e.g. NASCAR racing, glassblowing). This allows you to get a new vantage point which probably results into new ideas.

Use games: I really like this point. Use games – built a game-like environment. That is, you can use badges for achievements, e.g. first 100 sales, first product shipped or first marketing campaign launched. Furthermore, she proposes to use more interactive strategy games for business (maybe realtime?). It’s an vague idea but somehow really cool and exciting.

Empower young employees: Empowerment isn’t new to business but this approach is. On the USS Stennis (the aircraft carrier) the average sailor is 20 years old and they got a lot of responsibility. In companies, the average age is usually much higher. But if you don’t allow young people to learn and take responsibility, you don’t empower them.


This book is pretty short but got some really great ideas. I can’t really estimate the impact because it was published this year though I think that it can improve the business world. In conclusion, read it for yourself and decide if it is worth or not.

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