| Tailwind[s] | Center of Excellence | User Friendly | Raising the Bar | Monetize |
| Level Playing Field | Total Quality [or] Quality Driven | Grow | Compelling | Braindump |
| Growth | Differentiation | BUZZWORD BINGO (free square) | Aggregate | Scale |
| Off-line | Content Management | Drill Down | Marketing / Promotional Collateral | On Board |
| Leadership | First to market | That being said / Having said that | Granular | Phase |