I had the same issue with my Columbia 300 Scout Reactive ball. I found two things that work for me. I don't have a plastic or urethane ball to throw at ten pins. The first thing that I found out is that if I stand on the filler board and pull my index finger in toward my other fingers and extend my small figure out as far as I can I can get a straight roll out of my ball. The last thing you have to do is throw it anywhere between the 20 and 15 boards. The other is to again stand on the filler board and walk at a steeper angle towards (kind walk at where the two pin would be) the ten pin and let the ball slid across the lane (again hitting anywhere between the 20 and 15 boards until it hits the dry and picks up. This one's kind of tough for me to suggest without actually seeing you throw the ball and seeing how it reacts.
Be like water making its way through cracks. Don't be assertive, but adjust to the object, and you shall find a way around or through it. If nothing within you stays rigid, outward things will disclose themselves.