| Backward Compatible | Center of Excellence | Deploy | Goal[s] | Customer Centric |
| Critical Path / Issue | Green | Value | Competitive | Discovery |
| Mission Critical | Empower[ment] | BULLSHIT BINGO (free square) | Convergent | Demographic |
| Exposure | Red Flag | Game Plan | Workshop | Search Engine Optimization |
| Scale | Basically | At the end of the day | End to end | Go to market |