| Scale | Relevance | A-B Testing | Moving/Going Forward | Sustainable / Sustainability |
| Ramp Up | Vertical Market | Big Picture | One to one | |
| Mission Critical | Growth | BULLSHIT BINGO (free square) | Action Item / Action It | Raising the Bar |
| Engage | Promotion | Circle the wagons | Drill Down | Reinvent[ing] the wheel |
| Personalization | Segment | Off Site Meeting | Omnichannel / Cross Channel | Portal |
| Project | Soup to nuts 24/7 | Data Driven | Downsize | Connectivity |
| Top Of The Game | 30,000 foot view | Reconfigure | Expectations | Utilize |
| Raising the Bar | Circle the wagons | BULLSHIT BINGO (free square) | Center of Excellence | Moving/Going Forward |
| Solution(s) | Elevator pitch | Sustainable | B2B | Facilitate |
| Walk the Talk | Eyeballs | ETA | Policy[ies] | Drop the Ball |