Stop saying "the art of the possible"

If there’s one I’d like to stop hearing it’s “the art of the possible” (at least in the context of customer experience). Not only do I have no idea what it means, it undermines the work we currently do to discover and align with customer needs and understand the value customers care about or want to create with us. It seems like a mantra designed to create some cool new thing, the shiniest of the shiny which may well have nothing at all to do with what my customer really wants or needs.