Go from a reach to a beat. Opposite of 'bear away'.

Since you have a desire to eschew standard nautical terminology, what would
you call it?

Hmph. I never knew that. Harden up. We were saying "head up." If we were on a
reach we would say, "head up a little" to change direction into the wind and go
close hauled. So, what does head up mean, then?