| Upside | Bottom up | Discovery | Deploy | Cadence Call |
| Bandwidth | Reconfigure | Intellectual Property | Road map | Functionality |
| Market Leader | Expectations | BULLSHIT BINGO (free square) | Monoply | Collaborate / Collaboration |
| Issues | Deadlines | Best of Breed | Convergent | Elephant in the room |
| Experiences | Turnkey | On Board | Emerging markets | Hardball |
| Milestone | Return on Investment (ROI) | Band-aid | Sustainable / Sustainability | Market Leader |
| Secret sauce | Cutting Edge | Off the Shelf | Scope | Patent |
| Technologies | Level Set | BULLSHIT BINGO (free square) | Policy[ies] | Go Public |
| Control Group | Drill Down | Prioritized | Intellectual Property | Touchpoints |
| Connectivity | Benefit analysis | Measurement | User Friendly | Customer Oriented |