Think outside the box (ick)

Please! I hate that phrase! Sure everyone wants to do "Steve Job's projects" and change the world. But really, how many of us are solving the fresh water problem in the Sudan or helping local education find more funds?
Most of us (in our day job) are managing a brand or a group of people who affect the brand. Before we get into any of this "outside the box" non-sense, let's worry about what's inside the box! How are the operations inside that box working? How's the basic quality inside that box? How's the basic profitability inside that box? The level of service, marketing? Is what's inside the box meeting it's metrics?
Sorry, but someone needs to pay attention to the box before we go outside it!