| Double down | Target Audience | Core Competency / Core Competencies | Growth | Upside |
| Elevator pitch | Level Playing Field | Utilize | Open Source | Reinvigorate |
| Statement of Work (SOW) | Bottom Line | BULLSHIT BINGO (free square) | Connectivity | Road map |
| Objectives | Cutting Edge | Braindump | Best of Breed | Marketing / Promotional Collateral |
| Center of Excellence | Sustainable / Sustainability | Gap Analysis | Omnichannel / Cross Channel | Portal |
| Scale | Reactivation | Perspective | Off-line | Cutting Edge |
| Advantage | Run it up the flagpole | Top Of The Game | Cost | Diversity |
| Call to Action | Targeted | BULLSHIT BINGO (free square) | Leadership | Metrics |
| Skill set(s) | Seamless | Challenge[s] | Technologies | Reinvigorate |
| Profit[ability] | Front Lines | Reach out | Up-Sell | Deploy |