| Best of Breed | Backward Compatible | Gap Analysis | Service Oriented | Experiences |
| Personalization | Touch Base | Automated | Ecosystem | Drink the Kool-Aid |
| Laser-focused | Go Live | BULLSHIT BINGO (free square) | Leadership | Customer Oriented |
| Target Audience | Skill set(s) | Dashboard | Market Leader | Relevance |
| Content Management | Buzz | Eyeballs | Objectives | Re-engagement |
| Vertical Market | Relevance | On Board | 30,000 foot view | Low-Hanging Fruit |
| Gap Analysis | Success | Search Engine Optimization | Level Set | Asset[s] |
| Web 2.0 / 3.0 | Prototype | BULLSHIT BINGO (free square) | Road map | Revenue |
| Functionality | Win-win | Top Of The Game | Process | Automated |
| Skill set(s) | Mind Share | Non-Traditional Management | Marketing / Promotional Collateral | Ramp Up |