| Benefit analysis | Raising the Bar | Focused | Key Factor / Words | Personalization |
| Run it up the flagpole | Value | Customer Service | Eyeballs | Hardball |
| Knowledge Base | Vision statement | BULLSHIT BINGO (free square) | Total Quality [or] Quality Driven | Retention |
| On The Same Page | Flexibility | Scenario[s] | Brain Storm / Mind Shower | Reuse / Reusability |
| Robust | Touchpoints | Promotion | Upside | Sustainable / Sustainability |