| Upside | Etched in Stone | Quick win | Innovation / Innovated | |
| Brain Storm / Mind Shower | Target Audience | Diversity | Cascade Graph | Heavy lifting |
| Mindset | Marketing / Promotional Collateral | BUZZWORD BINGO (free square) | Reactivation | Cross Sell |
| Offline | Back-end | Deadlines | Mind Share | Best of Breed |
| Niche[s] | Big Picture | Bottom Line | Relevance | Front Lines |