| Communication | Skill set(s) | Portfolio | B2B | Optimization |
| 30,000 foot view | Mindset | Patent | Back-end | Omnichannel / Cross Channel |
| Focused | Phase | BULLSHIT BINGO (free square) | Revenue | Paradigm |
| Level Playing Field | Downsize | Virtual / Virtualization | Lean In | Return on Investment (ROI) |
| Segment | Growth | Prototype | Conversation | Deadlines |
| Return on Investment (ROI) | Big Picture | Challenge[s] | Lean In | Target Audience |
| Customer Oriented | Dashboard | Deploy | New Economy | Off-line |
| Cost | Prototype | BULLSHIT BINGO (free square) | Call to Action | Robust |
| Reconfigure | Up to speed | Scenario[s] | Mind Share | Technologies |
| Level Set | Exposure | Drink the Kool-Aid | Demographic | Measurement |