엇그제 애플워치를 발표한 애플은 혁신의 선두주자이다.
보통 “혁신”을 이야기할 때 자주 등장하는 phrase 가 있는데…
push the envelope
  • [Definition] Fig. to move beyond the limit of what has usually been done or was the accepted standard
    • The engineers wanted to completely redesign the product, but couldn’t push the envelope because of a very restricted budget.
  • and just pushing the envelope,
  • pushing the envelope
  • which was meant to absolutely push the envelope
  • really pushing the envelope
  • and pushing the envelope up higher and higher
  • Now, a decade later, it’s really time to push the envelope a little bit,
  • And so, we’re, we’re pushing the envelope with as many existing schools as possible.
[From News]
  • “O.K., what’s this pushing the envelope business?” (NYT)
  • It allows you to get a bit more experimental with the music and push the envelope in another way. (Economist)
  • Mr. Britton of Mr. Youth said he believed “Skins” demonstrated how in an era of striving “to create buzz and attention, of pushing the envelope to remain relevant, you have to push the envelope further and further.” (NYT)
[From Movies]
  • One week’s over, another begins. The past is merely a prologue. In this job you have to push the envelope every day. (Two For the Money)
  • We were just trying to push the envelope. (Man on the Moon)
  • I think we were seeing exactly how far we could push the envelope. (Mini’s First)
  • When you push the envelope… you have to be prepared to accept the consequences. (Faith Of My Fathers)
  • Not an easy idea to sell to some of the higher-ups… but that’s what we lived for- to push the envelope. (Keeping The Faith)
[From Twitter]
  • Pushing the envelope on design, engineering and innovation. #NextGenesis 
  • We are seeing something that is pushing the envelope of how big you can get on this planet.
  • If you’re a writer, you have no excuse not to push the envelope. Show us something we’ve never seen before. Imagination has no budget.
push the envelope..?
사실 push the envelope 에서 envelope 은 편지봉투가 아닌 수학에서 쓰이는 용어다.
envelope 에 관한 네이버 지식백과 페이지를 보면  아주 잘 정리되어있다.  밑은 네이버페이지에서 발췌한 내용이다.
여기서 envelope는 ‘봉투’가 아니라 속력, 고도, 엔진 추력(推力) 등 비행기의 기술적 능력과 관련된 것을 기술하고 규정한 flight envelope를 말한다. flight envelope는 비행체의 비행활동에 대한 도면상의 선형 그림으로 ‘비행영역선도’라고 한다.
비행기가 속도 등에서 규정된 한계를 넘어서 비행할 때, 그것은 outside the envelope라고 한다. 1979년 미국의 우주 프로그램 초기 시절을 다룬, 저널리스트 톰 울프(Tom Wolfe)의 소설 『필사의 도전(The Right Stuff)』에서 이 말이 쓰여 널리 알려지게 되었다. 이 소설은 나중에 영화로도 만들어져 큰 호응을 받았다. right stuff는 불굴의 정신, 용기, 정의감, 결단력, 신의 등 인간에게 필요한 자질이란 뜻이다.
[네이버 지식백과] envelope (교양영어사전2, 2013.12.3, 인물과사상사)
envelope = 영역선도
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