| Lead The Field / Occupy The Field | Prototype | Go Live | Strategic | Big Picture |
| Viral | Sustainable | Up to speed | Benchmark | Time to Market |
| Optimization | Market Leader | BULLSHIT BINGO (free square) | Revisit | Demographic |
| Ramp Up | Segment | Grow | E-commerce | Deep dive |
| Return on Investment (ROI) | Paradigm | Ecosystem | Omnichannel / Cross Channel | Followup |
| Traction | Market Window | Reconfigure | Marketing / Promotional Collateral | Solution(s) |
| On the back end | Control Group | Re-engagement | 30,000 foot view | Skill set(s) |
| ETA | Quick win | BULLSHIT BINGO (free square) | Best Practice | Followup |
| Project | Customer Centric | Business Opportunity | Content Management | Drill Down |
| Customer Service | Total Cost of Ownership (TCO) | Ecosystem | Goal oriented | Goal[s] |