What Does "Being a Verb" Mean?
To me, being a verb means being geared towards action and ultimately delivering outcomes. While others might define themselves by titles or roles – static nouns – I define myself by what I do: listen, observe, plan, and act.
This sequence forms the backbone of my approach to any challenge. I listen to understand the real needs, observe the context, plan with enough detail to create confidence, and then act decisively to generate momentum. The key is knowing when to move from planning to action – because at some point, you have to make that leap.
Progress Over Perfection
I've witnessed too many projects fail because they aimed to deliver too much in a single release. These ambitious plans inevitably take longer than expected, go over budget, and almost always under-deliver.
The alternative? Prioritise key outcomes, deliver value incrementally, and put something in the hands of users quickly. This approach ensures constant progress and creates natural feedback loops that actually improve the final result.
As I often say: "We'll never know as little about this problem as we do right now." So why pretend we can plan everything perfectly from the start?
Balancing Speed with Quality
Not all projects require the same approach. A data migration demands meticulous quality assurance, while a new product build needs speed to market and room for experimentation.
The key is matching your approach to the risk profile. Higher risk requires more planning; lower risk allows for faster action. But remember – planning is a verb too. It's an ongoing activity that evolves as you learn.
Real-World Example: AI Implementation
Working with AI technologies demonstrates this philosophy perfectly. The space evolves so rapidly that if we waited to learn every advancement before acting, we'd never ship anything.
We must deliver something, then quickly iterate. If we waited until our AI implementation was "perfect," we'd be perpetually behind as the market continuously evolves. By acting decisively with what we know now, we learn lessons that no amount of planning could reveal.
The Diminishing Returns of Overthinking
When someone argues for more planning before action, I don't disagree – but I question the optimal amount of preparation.
If you spend 5 days on strategy versus 10 days, how much incremental value do those additional days provide? In my experience, there are diminishing returns. I would rather see action at the 5-day mark and learn from execution to inform the next cycle.
Being a verb isn't about recklessness. It's about recognizing that action itself is often the best teacher, and that forward momentum creates opportunities that standing still never will.
In the words often attributed to Reid Hoffman, "If you're not embarrassed by the first version of your product, you've launched too late."
What verb will you be today? Whatever it is, I'd argue that doing it – even imperfectly – puts you ahead of those still deciding on the perfect approach.