| Critical Path / Issue | Drill Down | Phase | Bottom up | Vision statement |
| Total Cost of Ownership (TCO) | Fault Tolerant | Heads up | Time to Market | Monoply |
| Strategy | Heavy lifting | BULLSHIT BINGO (free square) | Revenue | Leadership |
| Go to market | Communication | Portal | Real-Time | Guidance |
| Engage | E-tailers | Value | Success | Personalization |
| Agnostic | Touchpoints | Green | Reswizzle | Landing Page[s] |
| Real-Time | Application Service Provider (ASP) | Drop the Ball | Knowledge Base | B2B |
| Bottom Line | Elephant in the room | BULLSHIT BINGO (free square) | Mindset | Pushback |
| E-commerce | Non-Traditional Management | Revenue | Cascade Graph | Call to Action |
| Vision statement | Network[ing] | Omnichannel / Cross Channel | Red Flag | Ball Park |