| Monetize | Profit[ability] | Out Source | Data Driven | Engage |
| Basically | Convergent | Customer Facing | Pushback | Critical Path / Issue |
| Benefit analysis | Elevator pitch | BULLSHIT BINGO (free square) | Compelling | Optimization |
| Differentiation | Prototype | Functionality | Leverage | Control Group |
| Ball Park | Partner | Traction | Upside | Issues |
| Synergy / Synergies | User Friendly | Innovation / Innovated | Benefit analysis | Run it up the flagpole |
| Sticky-ness | Virtual / Virtualization | Workshop | Statement of Work (SOW) | Relevance |
| Strategy | Ownership | BULLSHIT BINGO (free square) | Dynamic | Data Driven |
| Functionality | Cost | Benchmark | Out Source | Targeted |
| Engage | Niche[s] | One to one | Brand[ing] | Scope |