| Portfolio | Customer Facing | Compelling | Customer Centric | Buzz |
| Go to market | Cutting Edge | Offline | Timeline(s) | Advantage |
| Knowledge Base | Level Playing Field | BULLSHIT BINGO (free square) | Utilize | Google Juice |
| Retention | Game Plan | Eyeballs | Win-win | Phase |
| Exposure | Heavy lifting | Search Engine Optimization | Issues | Braindump |