| Mind Share | Secret sauce | Differentiation | Action Item / Action It | Green |
| Double down | Back-end | Reinvigorate | Statement of Work (SOW) | Demographic |
| Drink the Kool-Aid | Key Factor / Words | BULLSHIT BINGO (free square) | Scope | Customer Relationship Management (CRM) |
| Prototype | Non-Traditional Management | Benchmark | Patent | Partner |
| Conversion | Data Mining | Lead The Field / Occupy The Field | Promotion | Run the Numbers |