| Control Group | Core Competency / Core Competencies | Content Management | Timeline(s) | Sales Driven |
| Business Opportunity | Ball Park | Monoply | Process | Vertical Market |
| Band-aid | Reinvigorate | BUZZWORD BINGO (free square) | Traction | Mind Share |
| Brain Storm / Mind Shower | Relevance | Think Outside the Box | B2B | Communication |
| Perspective | Multitask[ing] | End to end | Fault Tolerant | Go Public |
| Buzz | Out Source | Optimization | Monoply | Customer Oriented |
| Leadership | On Board | Personalization | Drop the Ball | Landing Page[s] |
| Ownership | Goal[s] | BUZZWORD BINGO (free square) | Off-line | Quick win |
| Drink the Kool-Aid | Grow | Viral | Scenario[s] | Google Juice |
| Success | Etched in Stone | Engage | Scope | Basically |