The nounification of verbs – “the ask,” “the get,” “the reveal” – continues apace. Nominalized verbs are even showing up in job titles (or anti-titles).
Here’s Seth Merrin, the founder and chief executive of the global trading network Liquidnet, in an April 26 interview in the New York Times, “Saying Goodbye to Titles, and Hello to Reponsibility”:
Q. And what made you decide to do away with titles?
A. We eliminated them early on because we started getting all this title creep. Someone came to me once and said we had 15 titles or something, and I said: “That’s it. We’re done. No more.” I don’t want people to aspire to get a higher title. I want people to aspire to take on more responsibility. More responsibility gets them more recognition. …
Q. But you must have some hierarchy.
A. Everyone has managers, but the elimination of titles means that everyone has a right to state their opinion. We define levels by the responsibility you have in the company. So I am a “shape.” Most of the folks on the leadership team are shapes. We help shape the direction of the company. The people next level down are “guides.” The level below that are “drives,” and below that are “solves” and then there are “creates.” A working group came up with those levels. I just think they nailed it.
Related: On the adjective-nominalization front, see my post about FleishmanHillard’s new slogan, “The Power of True.”