Sometimes you have to make something out of nothing.
We had a big day planned. We were going to meet with a prospective client, appear on a podcast, and interview a potential intern. Everything fell apart.
So, we brainstormed for the future and came up with a new company philosophy.
Later, it became a t-shirt.
Forever, it will be a rallying cry when things break, when the going gets tough, or when shit hits the fan.