| Band-aid | Market Leader | Technologies | Real-Time | Content Management |
| Robust | Buzz | Reuse / Reusability | Drill Down | Experiences |
| E-tailers | Process | BULLSHIT BINGO (free square) | Resource[s] | Lead The Field / Occupy The Field |
| Negotiated | Reactivation | New Economy | Transformative | Pushback |
| First to market | Dynamic | Braindump | Leadership | Ecosystem |
| Sustainable / Sustainability | Top Of The Game | Soup to nuts 24/7 | Time to Market | Portal |
| Strategy | Buzz | Landing Page[s] | Pipeline | Data Mining |
| First to market | Functionality | BULLSHIT BINGO (free square) | Deep dive | Traction |
| Off the Shelf | Team Player | Critical Path / Issue | Cross Sell | Upside |
| Workshop | Go Public | Customer Service | Customer Facing | Measurement |