| E-tailers | Lead The Field / Occupy The Field | Differentiation | Workflow | Application Service Provider (ASP) |
| Front Lines | Run it up the flagpole | Upside | Team Player | Reverse Engineer |
| Multitask[ing] | Grow | BULLSHIT BINGO (free square) | Heavy lifting | Growth |
| Offline | Emerging markets | Issues | Burn rate | Vertical Market |
| Green | Robust | Measurement | Circle Back | High-Level |
| Granular | Reuse / Reusability | Knowledge Transfer | Web 2.0 / 3.0 | Targeted |
| Basically | Off-line | Band-aid | Challenge[s] | Raising the Bar |
| Best of Breed | Marketing / Promotional Collateral | BULLSHIT BINGO (free square) | Reinvent[ing] the wheel | Circle the wagons |
| Exposure | High-Level | Cadence Call | Data Driven | First to market |
| Wow Factor | Due dilligence | Time to Market | Control Group | Promotion |