| Differentiation | Band-aid | Transformative | Personalization | Discovery |
| Agnostic | Reverse Engineer | Think Outside the Box | Vertical Market | On the back end |
| Reswizzle | Application Service Provider (ASP) | BULLSHIT BINGO (free square) | Herding Cats | Diversity |
| Marketing / Promotional Collateral | Performance | Market Leader | New Economy | E-tailers |
| Wow Factor | Win-win | Braindump | Revenue | Scenario[s] |