| Big Picture | Client Focus[ed] | Impact[ful] | Pushback | End to end |
| Performance | Content Management | Cost | Acquisition | Reuse / Reusability |
| Solution(s) | Strategy | BULLSHIT BINGO (free square) | Functionality | Conversation |
| Call to Action | Growth | Off Site Meeting | Heavy lifting | Mind Share |
| Deploy | Opportunity | Team Player | Reinvent[ing] the wheel | Compelling |