| Exposure | Tailwind[s] | Functionality | Mission Critical | Quick win |
| Red Flag | One to one | Green | Milestone | Tasked |
| Go Live | Upside | BUZZWORD BINGO (free square) | Negotiated | Buzz |
| Challenge[s] | Experiences | Go to market | Intellectual Property | Personalization |
| Integration | Focused | Elevator pitch | Drink the Kool-Aid | Key Factor / Words |