| Integration | Connectivity | Targeted | Return on Investment (ROI) | Total Cost of Ownership (TCO) |
| Secret sauce | Customer Facing | Quick win | One Stop Shop | Call to Action |
| Portfolio | Business Plan | BULLSHIT BINGO (free square) | Top Of The Game | Benchmark |
| Eyeballs | Facilitate | User Friendly | Customer Oriented | Innovation / Innovated |
| Differentiation | Core Competency / Core Competencies | Brain Storm / Mind Shower | Reinvigorate | Big Picture |