“Proponents like to say that predictive analytics is actionable. Its output directly informs actions, commanding the organization about what to do next. But with this use of vocabulary, industry insiders have stolen the word actionable, which originally has meant worthy of legal action (i.e., “sue-able”), and morphed it. This verbal assault comes about because people are so tired of seeing sharp-looking reports that provide only a vague, unsure sense of direction. With this word’s new meaning established, “Your fly is unzipped” is actionable (it is clear what to do—you can and should take action to remedy), but “You’re going bald” is not (there’s no cure; nothing to be done). Better yet, “I predict you will buy these button-fly jeans and this snazzy hat” is actionable, to a salesperson.”