| Issues | Open Source | Vision statement | Off-line | Conversation |
| A-B Testing | Return on Investment (ROI) | Streamline | E-business | Demographic |
| Phase | Differentiation | BULLSHIT BINGO (free square) | Top Of The Game | Automated |
| Initial Assessment | Double down | Scenario[s] | Ball Park | Strategic |
| Competitive | Best Practice | Content Management | Network[ing] | Reverse Engineer |
| Content Management | Project | Market Leader | One Stop Shop | Fault Tolerant |
| Web 2.0 / 3.0 | Perspective | Ecosystem | Pipeline | Top down |
| Reverse Engineer | At the end of the day | BULLSHIT BINGO (free square) | Profit[ability] | Mind Share |
| Application Service Provider (ASP) | Cutting Edge | Goal[s] | Off-line | Real-Time |
| Guidance | Back to the drawing board | E-business | Niche[s] | Agnostic |