Zaphod did not want to tangle with them and, deciding that just as discretion is the better part of valor, so was cowardice is the better part of discretion, he valiantly hid himself in a closet.

So you were going to rescue the Prince! Why did you pretend to run away? To deceive the Witch?"

"Not likely! I'm a coward. Only way I can do something this frightening is to tell myself I'm not doing it!

If you don't make a few ememies now and then, you're a coward-or worse. Besides, it as worth it to see his reaction. Oh, he was angry!
- Angela to Eragon

Mission motto, sir," said Carrot cheerfully. "Morituri Nolumus Mori. Rincewind suggested it."
"I imagine he did," said Lord Vetinari, observing the wizard coldly. "And would you care to give us a colloquial translation, Mr Rincewind?"
"Er..." Rincewind hesitated, but there really was no escape. "Er... roughly speaking, it means, 'We who are about to die don't want to', sir.

A brave man dies once, a coward a thousand times.

You can't throw kindling on a fire and deny you kept it burning. And right now, cowardice is that kindling.