Consulting Journal: Words

Words: 'Effective'

by David Blakey

When you should use ‘effective’, when not, and why I dislike it so much.

[Monday 10 February 2003]

There are some words that I dislike for one of the following reasons.

They are imprecise. They do not convey fully the meaning that is intended.
They are ambiguous. They have more than one possible meaning.
They are evasive. They can be used to mask the real meaning.
They are misused. They are often ascribed a meaning that they do not possess.
They are legalistic. They are words that are used when writing legislation or legal documents.

‘Effective’ is a word often used by consultants. It is also one of the few words that fit into all of my reasons for disliking a word. It can be any of imprecise, ambiguous, evasive, misused and legalistic.

Problems

Imprecise

‘Effective’ can be imprecise. Consider the following sentence.

The application is effective in calculating forecasts and budgets, in recording actual expenditure, and in reporting actual and potential over-runs.

This is a correct sentence. One meaning of ‘effective’ is ‘successful in producing a result or effect’. This sentence means that the application successfully produces the results listed.

If the results were not listed, it would be incorrect to say that the application was effective. This use of the word ‘effective’ requires that the effects be stated.

Ambiguous

Now consider this sentence.

The application is effective.

This actually uses another meaning of the word ‘effective’, which is ‘actual’ or ‘in force’. When it relates to a software application, it means that the application has passed through all its testing and is now operational. It can also mean, for a user, that the application has been successfully installed and can now be used.

So a software application can be effective if it is still on the vendor's shelves and if it is on the user's system.

This sentence could also mean, as we saw earlier, that the application was effective (that is, capable) of achieving one or more results. Without the list of results, anyone reading the sentence actually meant that the application was either available or in operation.

Evasive

Because it can be imprecise and ambiguous, the word ‘effective’ can also be used evasively. Using it imprecisely or ambiguously may be a mistake; using it evasively is always deliberate.

In a sentence like ‘The application is an effective solution’, the meaning that is generally understood is that the application will produce certain results or effects. Even if those results or effects are not listed, there is an assumption that they have been listed and that the application will produce all of them. This may not be so.

If a dissatisfied client complains that the application has not produced all the results that they thought it would, a consultant would be able to argue that the meaning of the sentence was that the application was available. One meaning of ‘effective’ is, as we saw, ‘actual’. The consultant could argue that the meaning was that the application existed and was available, rather than that it would produce certain results.

Misuse

‘Effectively’ is the adverb formed from ‘effective’. Consider this sentence.

The software is effectively completed.

Given the definition of ‘effective’, this sentence is stating that the software is actually completed. Often, though, this sentence is used when the software is almost completed. As with evasion, this can be deliberate, rather than accidental.

Legalistic

In legislation, it is acceptable to write ‘This Act will be effective on 1 January’. For a software application or business process, it is better to say ‘This application will be operational (or available) on 1 January’.

This is the only situation in which I recommend using ‘effective’. Its meaning of ‘in force’ is exactly conveyed in sentences in legal documents such as the following.

This agreement will become effective immediately upon acceptance by both parties, and will cease to be effective upon either its breach or upon completion of the period for which it applies.

Replacement

In all other cases, I prefer to replace it. When I read a report from a consultant that uses the phrase ‘is effective’, I ask for it to be replaced by ‘will’ or ‘can’.

The application will: calculate forecasts and budgets; record actual expenditure; and report actual and potential over-runs.

There can be no imprecision or ambiguity or evasion or misuse about that statement. The application will do those things. If the consultant does not want to commit so strongly, then the word ‘can’ should be used. There will be no confusion. The application can produce those results, although there is no guarantee that it will do so for the client.

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