Verbs drive the action in the sentence, and so when we are trying to change people’s behavior, it’s natural to focus on finding the correct action word to trigger a change. Recent research by psychologists in studies with adults and children found that when it comes to altering behavior, verbs are not as powerful as nouns. How can this be?
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Everybody loves the idea of standing on the top of the podium. We fawn after the winners and feel sorry for those who take second place. And when we ask those winners for their secrets, we expect to learn deep insights into what we should do to ascend to the same heights.
It is just as seductive to watch successful companies like Apple, Coca-Cola and Red Bull and think that if we just copy one element of what makes them successful, we will be successful too. I don’t think people really believe it, but it’s worth asking why we are not more focused on the companies that failed. In other words, maybe Borders can teach us more than Zappos.
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