| Upside | Followup | Bottom up | Market Leader | Relevance |
| Objectives | Growth | Optimization | Win-win | Buzz |
| Leverage | Viral | MARKETING BINGO (free square) | Google Juice | Brand[ing] |
| Assets | Due dilligence | Downsize | Experiences | Drill Down |
| Pipeline | Benchmark | Expectations | Off-line | Goal[s] |