| Scale | Discovery | Level Playing Field | Bottom up | Workflow |
| Reach out | Goal[s] | Web 2.0 / 3.0 | Downsize | Raising the Bar |
| Objectives | Circle the wagons | BUZZWORD BINGO (free square) | Brand[ing] | Network[ing] |
| Optimization | Strategic | First to market | Search Engine Optimization | Elephant in the room |
| Strategy | Core Competency / Core Competencies | Restructuring | Omnichannel / Cross Channel | Low-Hanging Fruit |