If I remember correctly I lifted \u201cdefy expectations\u201d and \u201cdrive innovation\u201d off the blurb section on the back of some business advice book. I mean, I guess they\u2019re good things to say/do, but they also read a little hollow or undefined to me. I could defy expectations by wearing a gorilla suit to work. I could drive innovation that no one wants. In any case, they\u2018re phrases that needed to be knocked down a peg, and I enjoy doing that.