| Initial Assessment | Data Driven | E-commerce | Workflow | Big Picture |
| Reactivation | Hardball | Key Factor / Words | Circle the wagons | Advantage |
| Transformative | Customer Service | BUZZWORD BINGO (free square) | Out of the [Box | Loop] | Utilize |
| Off the Shelf | Up to speed | Relevance | Search Engine Optimization | Braindump |
| Discovery | Retention | Legacy | Growth | Personalization |
| Phase | Opportunity | Total Cost of Ownership (TCO) | Back to the drawing board | Go Live |
| Optimization | Targeted | Advantage | Asset[s] | Braindump |
| Prototype | Downsize | BUZZWORD BINGO (free square) | Lean In | Out Source |
| Heads up | Reverse Engineer | Monetize | Discovery | Customer Service |
| Multitask[ing] | Action Item / Action It | Run the Numbers | Reinvigorate | Viral |