| Secret sauce | Total Cost of Ownership (TCO) | Innovation / Innovated | Due dilligence | Synergy / Synergies |
| Retention | Search Engine Optimization | Application Service Provider (ASP) | Statement of Work (SOW) | Objectives |
| Brand[ing] | Niche[s] | BUZZWORD BINGO (free square) | Reinvigorate | Braindump |
| Scope | Convergent | Heavy lifting | Automated | Facilitate |
| Data Driven | Negotiated | Focused | Personalization | Moving/Going Forward |