| Aggregate | Fault Tolerant | Wow Factor | Asset[s] | Functionality |
| Experiences | Heavy lifting | Optimization | Total Cost of Ownership (TCO) | Off Site Meeting |
| Walk the Talk | A-B Testing | BULLSHIT BINGO (free square) | Promotion | Best of Breed |
| Red Flag | Empower[ment] | Goal oriented | Popup | Viral |
| Resource[s] | B2B | Conversion | Customer Oriented | Reswizzle |
| Policy[ies] | Level Playing Field | Cascade Graph | Metadata | Diversity |
| Automated | Circle the wagons | E-commerce | Strategic | Mind Share |
| Run it up the flagpole | Upside | BULLSHIT BINGO (free square) | On the back end | Downsize |
| Level Set | Eyeballs | Think Outside the Box | Statement of Work (SOW) | Monoply |
| Vision statement | Prototype | Raising the Bar | Offline | Intellectual Property |