| Core Competency / Core Competencies | ETA | Pushback | Top down | Convergent |
| Service Oriented | Negotiated | Communication | Go Public | Workflow |
| Robust | Best Practice | BULLSHIT BINGO (free square) | Cost | Scope |
| Personalization | Engage | Level Playing Field | Up to speed | High-Level |
| One to one | Center of Excellence | Automated | Challenge[s] | Strategy |
| Metadata | Differentiation | Call to Action | Customer Facing | Timeline(s) |
| Traction | Goal oriented | Search Engine Optimization | Up to speed | Think Outside the Box |
| Tailwind[s] | Application Service Provider (ASP) | BULLSHIT BINGO (free square) | Sales Driven | Target Audience |
| Value | Workshop | Impact[ful] | On The Same Page | Up-Sell |
| Technologies | Open Source | One Stop Shop | Sustainable | Real-Time |