Another example of silly management speak.

  VCR97 18:56 30 Sep 2017
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Heard on "Today" (Radio 4) this morning. "When the rubber touches the runway......". Used in the context of now having to take some action.

  Aitchbee 19:42 30 Sep 2017

Also heard a new expression which has crept in recently to Radio4's weather forecasts. It will be windy ... for a time. Sunny ... for a time. Stormy ... for a time. Showers ... for a time. etc etc etc.

  Forum Editor 22:42 30 Sep 2017
Answer

It may sound like silly management speak, but actually the phrase had its origin way back in the 1950's.

It was originally 'when the rubber touches the road', and meant when things get serious. It was then used extensively in the advertising industry, and by TV executives.

  VCR97 18:40 01 Oct 2017

FE

So it's been brought up to date!

  Gordon Freeman 20:22 01 Oct 2017

A rebranding of 'when the [proverbial] hits the fan' (c.1930s) - same chocolate bar; different wrapper.

  Forum Editor 07:52 02 Oct 2017

"So it's been brought up to date!"

Yep - what goes around, comes around.

  lotvic 21:34 02 Oct 2017

what goes around, comes around

that'll be a recirculating fan then - better stand clear

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