| Asset[s] | Heavy lifting | Top Of The Game | Web 2.0 / 3.0 | Mindset |
| Viral | Big Picture | Off-line | Ecosystem | One Stop Shop |
| Market Leader | Off Site Meeting | BULLSHIT BINGO (free square) | Phase | Deadlines |
| Control Group | Double down | Up-Sell | Metrics | Utilize |
| Mind Share | Monoply | Fault Tolerant | Exposure | Best of Breed |
| Customer Oriented | Viral | No-Brainer | Brain Storm / Mind Shower | Advantage |
| Followup | Virtual / Virtualization | One to one | Scope | Revisit |
| Strategy | Challenge[s] | BULLSHIT BINGO (free square) | Metrics | Run it up the flagpole |
| Impact[ful] | Revenue | Band-aid | Customer Service | First to market |
| Workshop | Hardball | Automated | Reach out | Reconfigure |