When one small word can change the way we think about a product or service, it behooves us to pay close attention to the language we use.

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Backed by primarily by some of her savings and one small investor, Ms Oliver launched Tribe Events in July last year, promoting the site through word of mouth and on internet search engine Google.

BBC: Annelie Oliver

They learned painfully over decades that a small miscalculation, even an incautious word, could translate into disfiguring trauma or death to oneself or one's family.

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"This is a small word where people are scratching each other's backs, and they are all dependent on one another, " said one financial academic in Sweden who wished to remain anonymous.

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