| Expectations | High-Level | Objectives | Profit[ability] | Issues |
| On Board | Milestone | Traction | Competitive | Customer Centric |
| Targeted | Google Juice | BULLSHIT BINGO (free square) | Lean In | Re-engagement |
| Focused | Workflow | Moving/Going Forward | Synergy / Synergies | Strategic |
| Ball Park | Control Group | Discovery | Granular | Mindset |
| E-commerce | Challenge[s] | Reinvigorate | Content Management | Target Audience |
| One Stop Shop | User Friendly | New Economy | Data Mining | Cost |
| Empower[ment] | Customer Centric | BULLSHIT BINGO (free square) | Quick win | A-B Testing |
| Acquisition | Flexibility | Competitive | Sustainable / Sustainability | Metadata |
| Touchpoints | Market Window | That being said / Having said that | Eyeballs | Drink the Kool-Aid |