| Deep dive | Optimization | Reuse / Reusability | Portfolio | Dashboard |
| Green | Moving/Going Forward | Off-line | Go Public | Web 2.0 / 3.0 |
| Laser-focused | Portal | BULLSHIT BINGO (free square) | Buzz | Restructuring |
| Skill set(s) | No-Brainer | Omnichannel / Cross Channel | Targeted | Followup |
| Offline | Touch Base | Engage | Downsize | On the back end |
| Cost | Bandwidth | Cutting Edge | Followup | Ecosystem |
| 30,000 foot view | Eyeballs | Etched in Stone | Top down | Expectations |
| Brand[ing] | Mind Share | BULLSHIT BINGO (free square) | Virtual / Virtualization | Proactive |
| Conversation | E-tailers | Integration | Lean In | Mindset |
| Off-line | Scale | Aggregate | Legacy | Differentiation |