Most of us would like to spend less time firefighting and more time doing proactive work. Reactive firefighting gets in the way of the proactive things we really want to do, as it happens on its own schedule. In other words, while we get to plan when we want to evaluate that new cloud service or upgrade the SAN, we generally do not get to decide when we respond to a service outage or a mission critical hardware failure. While Incident Management is (by definition) a purely reactive endeavor, Problem Management is the key to this shift from proactive to reactive.