| Road map | Streamline | Front Lines | Traction | Initial Assessment |
| Reinvent[ing] the wheel | Omnichannel / Cross Channel | Lead The Field / Occupy The Field | Proactive | A-B Testing |
| Retention | Demographic | BUZZWORD BINGO (free square) | Total Quality [or] Quality Driven | Run it up the flagpole |
| Profit[ability] | Benchmark | Market Leader | Expectations | Engage |
| Gap Analysis | Raising the Bar | Off-line | Brand[ing] | In a Nutshell |