| High-Level | Prioritized | Back-end | Double down | Total Cost of Ownership (TCO) |
| E-business | Innovation / Innovated | Circle the wagons | Tasked | Measurement |
| Legacy | Revisit | BUZZWORD BINGO (free square) | Perspective | Popup |
| Robust | Market Window | Scope | Personalization | Statement of Work (SOW) |
| Customer Service | Seamless | Intellectual Property | Win-win | Level Playing Field |