| Optimization | Off-line | Web 2.0 / 3.0 | Core Competency / Core Competencies | Top Of The Game |
| Big Picture | Benchmark | Up to speed | Monoply | Content Management |
| Raising the Bar | Emerging markets | BULLSHIT BINGO (free square) | Sustainable / Sustainability | Granular |
| End to end | Deep dive | Control Group | On Board | Vision statement |
| Experiences | Empower[ment] | Reactivation | Bandwidth | Automated |