| Dynamic | Communication | Lean In | Reuse / Reusability | Wow Factor |
| Issues | Cutting Edge | Level Playing Field | Diversity | Web 2.0 / 3.0 |
| Re-engagement | Circle Back | BUZZWORD BINGO (free square) | Experiences | Reinvigorate |
| Target Audience | Out Source | Soup to nuts 24/7 | Demographic | Total Cost of Ownership (TCO) |
| Focused | Challenge[s] | Acquisition | On the back end | Touchpoints |