| Portfolio | Granular | Data Driven | Secret sauce | |
| Issues | Reverse Engineer | Road map | Pushback | Total Cost of Ownership (TCO) |
| 30,000 foot view | Touch Base | BULLSHIT BINGO (free square) | Exposure | Profit[ability] |
| Negotiated | Back-end | Center of Excellence | Control Group | Scale |
| Run the Numbers | Etched in Stone | Run it up the flagpole | Touchpoints | Experiences |
| Due dilligence | Reverse Engineer | End to end | Phase | Integration |
| On The Same Page | Partner | Off-line | Out of the [Box | Loop] | Search Engine Optimization |
| Competitive | Success | BULLSHIT BINGO (free square) | Niche[s] | Customer Facing |
| On Board | Conversation | Functionality | Best of Breed | Drink the Kool-Aid |
| Run it up the flagpole | Open Source | Portfolio | Objectives | Road map |