| Engage | Strategy | Core Competency / Core Competencies | Challenge[s] | Resource[s] |
| Green | Level Playing Field | Pushback | Monetize | Top Of The Game |
| On the back end | Content Management | BULLSHIT BINGO (free square) | Metadata | Omnichannel / Cross Channel |
| Front Lines | ETA | Service Oriented | Benefit analysis | Dynamic |
| Heads up | Seamless | Team Player | Heavy lifting | Google Juice |
| Basically | Market Window | B2B | Followup | Best of Breed |
| Robust | Circle the wagons | Touch Base | Center of Excellence | Solution(s) |
| Market Leader | On Board | BULLSHIT BINGO (free square) | Seamless | Quick win |
| Go Live | Business Opportunity | Moving/Going Forward | Deliverable[s] | Innovation / Innovated |
| Challenge[s] | Legacy | Brand[ing] | Niche[s] | Reuse / Reusability |