Burridge is quick to criticise "evil weed" words, such as dishonest euphemisms that try to sound neutral when really they are negative, such as friendly fire and downsize.

BBC: NEWS | UK | Magazine | On your marks

From our research and consulting experience, we have found three elements of sound decision making when cash flow goes negative.

FORBES: When Shooting for Growth Can Leave You Broke

That makes it sound like Morgan Stanley was retaliating for negative publicity.

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Media narratives about women, we have noticed, are generally negative and usually introduced by headlines or sound bites that often seem hysteric.

FORBES: Atlantic Stirs Another Sideline Scuffle over Moms

Mauritius' sound economic policies and prudent banking practices helped to mitigate negative effects from the global financial crisis in 2008-09.

FORBES: Mauritius

When we report on the sayings and sound bites of higher ups at technology companies, we tend to cover them from a negative angle because, as you well know, execs are pretty fond of belittling their opponent's products.

ENGADGET: Gates praises iPod, labels Zune a "modest" competitor