Why so much attention to one or two words in a button? Because you never want someone to be surprised by what will happen when they click on it. Vague calls to action, unclear choices and inconsistent behaviors can all undercut trust and make people question the quality of the results they’re getting from your product.
One of the famous mantras at Facebook is “Move Fast and Break Things.” It was perfect for engineering-led startup culture. But as products grow into systems, you don’t have the luxury to let the little broken windows go unfixed for long. So around the time I joined, there was a new poster, often alongside the original. “Slow Down and Fix Your Shit.”