| Value | Personalization | Critical Path / Issue | Run it up the flagpole | At the end of the day |
| Off the Shelf | Go Public | Sales Driven | First to market | Automated |
| Scope | Phase | BULLSHIT BINGO (free square) | Workflow | Niche[s] |
| Competitive | Conversion | Key Factor / Words | Reinvigorate | Patent |
| Success | Game Plan | Think Outside the Box | Lead The Field / Occupy The Field | Seamless |