In the wake of the US economic slowdown the saying 'flat is the new up' is destined to be 2008's hottest business buzz phrase, Newsweek reports.
The phrase is said to describe a situation in which a business is treading water as opposed to either experiencing growth or a revenue contraction.
Originally coined by the media sector to highlight the benefits of not losing market share, the saying has since become popular with the finance sector.
According to Newsweek: "'Flat is the new up' is a plea not to be judged on absolute terms, but on relative ones".
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