Idioms are expressions we use every day in speech and writing. In business, idioms can be used to soften the blow of some bad news; hide the truth; or to motivate others. For example: "Investors are worried about the health of the economy" describes the economy as a human who is suffering; or, "The dollar has gained ground against the euro," simplifies finance by showing both currencies in a race.

People use certain themes like sports, games, and war, when speaking and writing about business, with expressions like success and failure or victory and defeat often used. It makes perfect sense to describe business activities in this way considering how competitive markets are and the stakes involved; with rival businesses seen as rival armies where the survival of one means the destruction of another. (see B2B news example below)

Machines and vehicles

Businesses rely on momentum and support (i.e. money) to survive, which is why phrases normally associated with transport vehicles or machines are used. Expressions like 'staying afloat','bumpy ride', or 'the production ground to a halt' conjure up images of ships maintaining their buoyancy, cars with mechanical problems, and machines stopping suddenly, respectively.