| Reactivation | Innovation / Innovated | Time to Market | Center of Excellence | Google Juice |
| Critical Path / Issue | Out Source | Connectivity | Expectations | Elephant in the room |
| Sales Driven | Initial Assessment | BULLSHIT BINGO (free square) | Total Cost of Ownership (TCO) | Monetize |
| Core Competency / Core Competencies | Transformative | Level Set | Focused | Off the Shelf |
| Strategy | User Friendly | Customer Centric | Growth | Moving/Going Forward |