| Expectations | Turnkey | Total Cost of Ownership (TCO) | Tailwind[s] | Total Quality [or] Quality Driven |
| Project | Resource[s] | Opportunity | Intellectual Property | Touchpoints |
| Off-line | Bottom Line | BUZZWORD BINGO (free square) | Optimization | Cross Sell |
| Performance | Reuse / Reusability | Issues | Non-Traditional Management | Convergent |
| Eyeballs | Tasked | Communication | Marketing / Promotional Collateral |