“Increase the market share” is different from the nebulous/run-on statement, “Make the market share better.”

Selection of the right verb can determine the fate of the message when received by the audience.

When finding answers, it is more efficient to select from curated options vs. trying to catch the right answer from thin air.

Options are convenient, but someone has to do the hard work of creating them first.

For example, when communicating change to executives, it helps to have a list of “performance verbs for change.” Nancy Duarte’s book DataStory offers a curated list of such “performance verbs for change” that most commonly appeared in the strategic decks that were examined: