| In a Nutshell | Legacy | Fault Tolerant | Search Engine Optimization | Gap Analysis |
| Wow Factor | Leadership | E-tailers | On The Same Page | Market Leader |
| First to market | Knowledge Transfer | BUZZWORD BINGO (free square) | Phase | Business Plan |
| Revenue | At the end of the day | Strategy | Omnichannel / Cross Channel | Monoply |
| Backward Compatible | Business Opportunity | Green | Followup | Grow |