When Jaycee, my first child was born, I remember the deep want I had to try and be a "Great Parent".  I didn't have a clue how to do it or what to do.  What I quickly realized was the new position of parent was not a Noun but instead a Verb.  This landed for me one night in particular when I learned the hard way.  In a feeble attempt to "be" a great parent I volunteered to do one of the middle of the night feedings.  On this occasion I had the bottle prepped with my sweet infant girl in a bassinet rocker next to my bed.  I became delighted when I discovered in my middle of the night grogginess how well it worked to just passively hold my outstretched arm over the bed with the bottle in hand, it was a perfect distance to her mouth and most importantly it allowed me to fall back to sleep.  What I quickly discovered as my wife woke me from my clever bonus sleep was that about 50% of the bottle contents were being consumed by the intended target and the rest spread evenly throughout the bassinet.

Being a "Great Parent" requires an embracing of verbs.  I had to get a mitt and get in the game and begin to embrace and do the active actions that were required to raise my child.  

Similarly, in my work life embracing my verbs forces me to think outside of what's coming in my direction, verbs are the things in terms of what I am supposed to do.  What am I actively doing to accomplish the intended goal?

Thinking in terms of verbs can be useful to re-frame personal purpose from static Nouns to what actions will I take Verbs.

Creativity=
Embrace fun and innovation, initiate challenges, and pursue curiosity.

Empowerment=
Uplift others through influence, education, and engagement.

Compassion=
Put empathy into action.

Leadership=
Lead with integrity, promote gratitude, and never stop learning.

Hard-Work=
Do all that I can, the best that I can.

Friendship=
Show up. 

When you compete on price your margins eventually get small, when you compete on purpose more than price your margins grow.

Connect to the heart of your customer. The heart of the customer is the battle ground - if you win their heart, you win! In other words win their heart to grow your Brand Loyalty.