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push the envelope

   Also found in: Medical, Financial, Idioms, Encyclopedia, Hutchinson 0.01 sec.
to increase the capability of some type of machine or system; - usually by technological development.

See also: Envelope



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He will push the envelope in a conservative industry," she observes.
Avoid Being Sneaky: Because web designers are generally very creative people, they like to push the envelope when it comes to designing web sites.
In my HBA address, I will use examples from the fragrance, color and skin care categories to illustrate how brand building innovations need to go beyond the product itself to push the envelope of communication, distribution and get the attention of the consumer.
 
 
 
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