I know proactive is an acceptable word, but I hate it. it sounds made up and too much like public relations or advertising lingo.
It means to act in advance of any expected problem. I think active does the same job quite nicely.
Remember from your high school science classes? Things are active or reactive, two perfectly good words to describe everything that needs to be described in that capacity.
Active can work for proactive. For instance, “We were proactive about the nuclear war.” That means you did something in advance of the nuclear holocaust. “We were active about the nuclear war.” Same, same. Everyone is still taking action.
Most people I know in the publlishing industry know of my constant rant about this word. But, boy, did it feel good ranting about it here.
Yuck, pooey, a pox on proactive.
Recent Comments