| Etched in Stone | On the back end | Workflow | Engage | Niche[s] |
| Top Of The Game | Milestone | Empower[ment] | E-tailers | Automated |
| Key Factor / Words | Revenue | BULLSHIT BINGO (free square) | Landing Page[s] | End to end |
| Benefit analysis | Agnostic | Deep dive | Monoply | Level Set |
| Promotion | Proactive | Laser-focused | Walk the Talk | Deploy |
| Dashboard | Targeted | Reinvent[ing] the wheel | Paradigm | Heavy lifting |
| Opportunity | Quick win | 30,000 foot view | Promotion | Open Source |
| Benefit analysis | Circle Back | BULLSHIT BINGO (free square) | Partner | Data Driven |
| Customer Service | Level Playing Field | Knowledge Transfer | Communication | Fault Tolerant |
| Viral | Touchpoints | Strategic | Control Group | Top down |