| Innovation / Innovated | Flexibility | Up-Sell | Skill set(s) | Capacity |
| Green | Target Audience | Burn rate | Lead The Field / Occupy The Field | Pushback |
| Personalization | Retention | BULLSHIT BINGO (free square) | Customer Service | Portfolio |
| Policy[ies] | Re-engagement | Perspective | Out of the [Box | Loop] | Acquisition |
| Partner | Diversity | Fault Tolerant | Phase | Etched in Stone |