| Elephant in the room | Expectations | Measurement | Customer Facing | Resource[s] |
| Open Source | Followup | Soup to nuts 24/7 | Scenario[s] | Walk the Talk |
| Experiences | Relevance | BULLSHIT BINGO (free square) | Conversion | Best of Breed |
| B2B | Benchmark | Off-line | Intellectual Property | Collaborate / Collaboration |
| Scope | Heads up | Dynamic | Wow Factor | Mind Share |
| Followup | Run it up the flagpole | Dashboard | At the end of the day | Niche[s] |
| End to end | Touchpoints | Quick win | Drill Down | Customer Service |
| Workshop | Metrics | BULLSHIT BINGO (free square) | Lean In | Exposure |
| Bottom Line | Walk the Talk | Benefit analysis | No-Brainer | Performance |
| Web 2.0 / 3.0 | Cascade Graph | Time to Market | One Stop Shop | Turnkey |