| Ownership | Granular | Reuse / Reusability | Viral | Process |
| Pushback | Red Flag | Virtual / Virtualization | Cascade Graph | Drill Down |
| Core Competency / Core Competencies | Mind Share | BUZZWORD BINGO (free square) | Profit[ability] | Content Management |
| Benchmark | E-tailers | Robust | Cross Sell | One to one |
| Reach out | Backward Compatible | Eyeballs | Center of Excellence | Knowledge Transfer |