| Issues | Prototype | Off-line | Laser-focused | Viral |
| Phase | Reverse Engineer | Cross Sell | Patent | Emerging markets |
| Scale | Critical Path / Issue | BULLSHIT BINGO (free square) | Level Set | High-Level |
| Green | Re-engagement | Customer Oriented | Knowledge Transfer | Segment |
| Real-Time | One to one | Targeted | Lean In | Red Flag |
| Back-end | Deploy | Conversation | Brand[ing] | Basically |
| Empower[ment] | Partner | Elephant in the room | Target Audience | Run the Numbers |
| Benefit analysis | Benchmark | BULLSHIT BINGO (free square) | Emerging markets | Optimization |
| Phase | Promotion | Brain Storm / Mind Shower | E-commerce | Soup to nuts 24/7 |
| Collaborate / Collaboration | Think Outside the Box | Revisit | Patent | Advantage |