| Objectives | Vision statement | Diversity | Automated | Drill Down |
| Streamline | Traction | Web 2.0 / 3.0 | Landing Page[s] | Market Window |
| Buzz | Cutting Edge | BUZZWORD BINGO (free square) | Up-Sell | Soup to nuts 24/7 |
| Expectations | Prototype | Portal | High-Level | Functionality |
| In a Nutshell | Tailwind[s] | Eyeballs | No-Brainer | Braindump |