| Benefit analysis | Traction | Streamline | Conversion | Pushback |
| Revenue | Drink the Kool-Aid | Relevance | Lead The Field / Occupy The Field | Back-end |
| Timeline(s) | Impactful | MARKETING BINGO (free square) | Strategize | Gap Analysis |
| Demographic | Customer Service | Patent | Drill Down | Application Service Provider (ASP) |
| Intellectual Property | Deliverable[s] | Phase | Experiences | Mindset |