| Raising the Bar | Best of Breed | Transformative | Service Oriented | Turnkey |
| Monoply | At the end of the day | Fault Tolerant | Lead The Field / Occupy The Field | Flexibility |
| Dashboard | Targeted | BULLSHIT BINGO (free square) | Revenue | Relevance |
| Search Engine Optimization | Benefit analysis | First to market | Compelling | Run the Numbers |
| Total Cost of Ownership (TCO) | Elephant in the room | Backward Compatible | Cutting Edge | Reactivation |
| Bottom up | Opportunity | Walk the Talk | Top down | Fault Tolerant |
| Grow | Web 2.0 / 3.0 | Conversion | E-tailers | Wow Factor |
| Top Of The Game | Reuse / Reusability | BULLSHIT BINGO (free square) | Cutting Edge | Off-line |
| Off Site Meeting | Automated | Collaborate / Collaboration | Up-Sell | Customer Relationship Management (CRM) |
| Return on Investment (ROI) | Followup | Objectives | Popup | Conversation |