| Performance | Best Practice | Wow Factor | Green | Go Public |
| Fault Tolerant | Issues | Marketing / Promotional Collateral | Retention | Resource[s] |
| Demographic | Touchpoints | BULLSHIT BINGO (free square) | Out of the [Box | Loop] | Sticky-ness |
| Back-end | Off the Shelf | Targeted | Top down | Reverse Engineer |
| Secret sauce | Deadlines | Pushback | Virtual / Virtualization | Project |
| Collaborate / Collaboration | Agnostic | Dynamic | Up to speed | Synergy / Synergies |
| Go to market | Emerging markets | Herding Cats | Issues | Double down |
| Eyeballs | Process | BULLSHIT BINGO (free square) | Bottom Line | Core Competency / Core Competencies |
| User Friendly | Promotion | Customer Relationship Management (CRM) | Off-line | Non-Traditional Management |
| Touchpoints | Offline | E-commerce | Control Group | On Board |