| Empower[ment] | Project | Total Cost of Ownership (TCO) | Profit[ability] | Level Playing Field |
| Best of Breed | Data Driven | Emerging markets | Experiences | On Board |
| Objectives | Ecosystem | BULLSHIT BINGO (free square) | Scale | Communication |
| Key Factor / Words | Brand[ing] | Skill set(s) | Omnichannel / Cross Channel | Drill Down |
| Ball Park | Service Oriented | Initial Assessment | E-tailers | Front Lines |
| Basically | Promotion | Brain Storm / Mind Shower | Total Cost of Ownership (TCO) | Backward Compatible |
| Niche[s] | Cutting Edge | Low-Hanging Fruit | Service Oriented | Experiences |
| Granular | Seamless | BULLSHIT BINGO (free square) | Elevator pitch | Circle Back |
| Ecosystem | Retention | Proactive | Level Set | On the back end |
| Top down | New Economy | Milestone | Prototype | Initial Assessment |