| First to market | Portfolio | Niche[s] | Market Window | Innovation / Innovated |
| Sticky-ness | Deploy | Marketing / Promotional Collateral | Growth | Tailwind[s] |
| Up-Sell | Team Player | BULLSHIT BINGO (free square) | Front Lines | Best of Breed |
| Real-Time | Exposure | Advantage | Reinvent[ing] the wheel | Customer Oriented |
| Lean In | Level Set | User Friendly | Go Live |
| Niche[s] | Drop the Ball | Core Competency / Core Competencies | Multitask[ing] | Differentiation |
| Customer Oriented | Reverse Engineer | Metadata | Sustainable / Sustainability | Moving/Going Forward |
| Business Opportunity | Viral | BULLSHIT BINGO (free square) | Mission Critical | Fault Tolerant |
| Market Leader | Soup to nuts 24/7 | Statement of Work (SOW) | Promotion | Value |
| Experiences | End to end | Technologies | Process | Cutting Edge |