This sounds like the VP manager of the divisions yelled "Just do it!"
That would be in keeping with what was reported by one of SF's top independent design firms (ideo?) mere days after Steve Jobs showed the iPhone in Jan 2007.
A large Asian firm contacted the design firm asked it if it could design them a touch phone. And, they wanted the complete design in 6 weeks. The design firm said no one can do that. The Asian customer went elsewhere.
Managers should manage the company, unless they are product designers by trade and work as such.