Write for Business - Blog

In our increasingly interconnected world, English plays a dramatic role in business. Consequently, it pays to recognize that many English words can serve as different parts of speech, often with very different meanings. One such example is the word counter.

As a noun…
counter is commonly used in the following ways (among others):

• a flat marker used in games
• a long, level surface where transactions are conducted (e.g., a display counter) or where food and drink are prepared or served (as opposed to a table, which is generally lower and not as long)
• a person or device that counts
• a stiffener around or within the heel area of the upper part of a shoe

As a verb…
counter is typically used in one of the following ways:

• to oppose (as in working against a current trend)
• to defend or react (as in a debate or in the game of chess)

As an adjective, adverb, or prefix…
counter conveys negation, opposition, or reverse action, as in these examples:

• The results were counter to expectations. (predicate adjective)
• Jeeves acted counter to my express wishes. (adverb)
• We added a counterbalance to even the scales. (prefix)

In idioms…
counter can be used to indicate the sale of nonprescription drugs (over-the-counter medications) or a secret, perhaps illegal transaction (payment under the counter).

Conclusion
For both native English speakers and for those who use English as a second language, being aware that a single word can convey many meanings is helpful—especially as we strive for clear communication within a global business community.

—Joyce Lee

Photo by Thomas Bresson

Use a singular pronoun in place of a collective noun that refers to a group as a unit. Use a plural pronoun when the collective noun refers to the individuals in the group.

The committee reported that it will present its agenda to the board of directors at noon.
(group as a unit)

The committee must sign their names to the document before they leave.
(group as individuals)

(From Write for Business, 2nd ed., page 325)

If one of the antecedents is masculine and one is feminine, the pronouns should also be masculine and feminine.

Will either Sandra or Rob return her or his extra laptop battery?

(From Write for Business, 2nd ed., page 325, and Proofreader's Guide PDF, page 75)

Two or more antecedents joined by and are considered plural; two or more singular antecedents joined by or or nor are referred to by a singular pronoun.

Jane and Florence opened their briefcases.

Either Fred or Stan forgot his laptop in the conference room.

(From Write for Business, 2nd ed., page 325, and Proofreader's Guide PDF, page 75)

If one of the antecedents joined by or or nor is singular and one is plural, the pronoun is made to agree with the closer antecedent.

Neither the employer nor his employees were ready for their [not his] trip.

(From Write for Business, 2nd ed., page 325, and Proofreader's Guide PDF, page 75)