When talking about objectives and strategy, make sure you use verbs. Beware the treacle of nouns. Published research in fields as diverse as PR, engineering and psychology, document the superpowers of verbs.
And long-term observation of the way managers discuss their plans – in conversations, presentations and documents – has shown the positive effect on subsequent commitment to act when switching from nouns to verbs.
Think about goals such as “Market share of 10%.” “Rapid innovation." "20% cost reduction”. Although these terms are obviously meaningful and understandable, when intentions are expressed this way – as nouns - the important next step in development of ‘what are we going to DO to achieve that?’ is stunted.
The important next question should be “How?” And you can’t ask ‘How?’ of a noun!
But we can with a verb. So, let’s reframe the first example above with a verb: ‘Grow market share to 10%’. The management focus naturally slips to “so how are you going to grow market share to 10%?’
This simple trick of ensuring that every goal begins with a verb has been seen to transform management discussions about the future, about option generation, about the practicalities of action.
Look through your plans, listen to your colleagues, check your own contributions. Ensure that every statement about intentions is phrased with a verb. Begin every bullet point with a verb. Title every project with a verb.