| Re-engagement | Level Playing Field | Ball Park | Out Source | Promotion |
| Negotiated | Skill set(s) | Cutting Edge | Lead The Field / Occupy The Field | Flexibility |
| On The Same Page | Control Group | BULLSHIT BINGO (free square) | E-commerce | Go Public |
| Portal | Customer Service | Reswizzle | Technologies | Low-Hanging Fruit |
| Market Leader | Expectations | Game Plan | Niche[s] | Wow Factor |
| Vision statement | Metrics | Experiences | Customer Oriented | Benefit analysis |
| Cascade Graph | Impact[ful] | Quick win | Popup | Process |
| Goal oriented | Portal | BULLSHIT BINGO (free square) | Niche[s] | Measurement |
| Convergent | Offline | Expectations | Traction | Real-Time |
| Reuse / Reusability | Walk the Talk | Performance | Green | Leadership |