Falls short, say

LOSES

["Fails to win or come out ahead in a competition."]

The clue "Falls short, say" hints at the answer "LOSES" by playing on two meanings. "Falls short" can mean to fail or lose, while "say" suggests it's an example of such a word. The answer fits because "loses" directly means to fall short or fail in a competition or effort. It’s a straightforward definition with a slight nudge from the word "say" to confirm the answer.