| Scale | Control Group | Expectations | Wow Factor | Synergy / Synergies |
| One Stop Shop | Knowledge Base | Drill Down | Asset[s] | Walk the Talk |
| Google Juice | Scenario[s] | BULLSHIT BINGO (free square) | Gap Analysis | Monetize |
| Process | Granular | Traction | Paradigm | Etched in Stone |
| Ownership | Out Source | Client Focus[ed] | Open Source | Customer Relationship Management (CRM) |
| Team Building | Paradigm | Off-line | Tailwind[s] | E-tailers |
| Asset[s] | Low-Hanging Fruit | Critical Path / Issue | Discovery | Backward Compatible |
| Google Juice | Deploy | BULLSHIT BINGO (free square) | Portal | Team Player |
| Heavy lifting | End to end | Burn rate | Core Competency / Core Competencies | |
| At the end of the day | Performance | Reactivation | Niche[s] | Brand[ing] |