| ETA | Bottom up | Paradigm | Big Picture | Team Player |
| Portal | In a Nutshell | Backward Compatible | Value | Action Item / Action It |
| Search Engine Optimization | Network[ing] | BUZZWORD BINGO (free square) | Braindump | Convergent |
| Goal oriented | Data Driven | Ball Park | Aggregate | Exposure |
| Portfolio | Conversation | Performance | Deliverable[s] | Open Source |
| Advantage | Bottom up | Control Group | Sales Driven | Niche[s] |
| Big Picture | Discovery | Business Opportunity | Herding Cats | Guidance |
| Asset[s] | One Stop Shop | BUZZWORD BINGO (free square) | Followup | Google Juice |
| Win-win | Network[ing] | Due dilligence | Agnostic | Demographic |
| Ownership | Level Set | Core Competency / Core Competencies | Customer Oriented | Upside |