Intended for healthcare professionals

Views & Reviews Drug Tales and Other Stories

No going back

BMJ 2009; 338 doi: (Published 06 April 2009) Cite this as: BMJ 2009;338:b1419
  1. Ike Iheanacho, editor, Drug and Therapeutics Bulletin
  1. iiheanacho{at}

    Forget the future; that’s all in the past now. Referring to it just makes you look like a dinosaur and so out of touch that you’re unaware how the world has moved on. Smart people wouldn’t dream of using this F word, not when they can talk instead of “going forward.”

    This pesky phrase is everywhere, and its appeal is obvious. No longer is it the preserve of people who converse entirely in marketing speak and who believe, for example, that thinking can’t …

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