It is what it is. It seems to be in non-stop use of late, mostly by athletes and coaches. Wonderful! The phrase is so devoid of actual meaning that of course it had to become the new most overused phrase in all the land. It's like a verbal emergency exit for people who don't have time for answers or thinking. Great article on it here.
Well, enough of that. It's time for me to get out there and EXECUTE!