| Top Of The Game | Patent | Ball Park | Challenge[s] | Profit[ability] |
| Sticky-ness | Pipeline | Open Source | Buzz | Workshop |
| Optimization | Advantage | BULLSHIT BINGO (free square) | Revenue | Critical Path / Issue |
| Robust | Heads up | Landing Page[s] | Circle the wagons | Portal |
| Customer Centric | Value | Content Management | Marketing / Promotional Collateral | Personalization |
| Customer Oriented | Issues | Web 2.0 / 3.0 | Walk the Talk | Up to speed |
| Bandwidth | Reactivation | Non-Traditional Management | Run the Numbers | Reinvent[ing] the wheel |
| Omnichannel / Cross Channel | Compelling | BULLSHIT BINGO (free square) | Challenge[s] | Guidance |
| Downsize | 30,000 foot view | Hardball | Out Source | Level Set |
| Performance | Top Of The Game | End to end | Prioritized | Advantage |