When you are losing, change your terminology: retreat becomes a tactical withdrawal or negotiated resolution, rejection or firing is merely exploring new opportunities, collapse is restructuring, and downgrading is optimization.
This morale maintenance is more than applying a silver lining; it is a rejection of reality reframed so we never have to learn from failure. More than this, to maintain values, we must believe the surrogate terminology as wisdom and set up irrationality as necessary faith.