| On Board | Team Player | Granular | Top down | Win-win |
| Bottom Line | Portal | Go Public | Hardball | Walk the Talk |
| Communication | Heavy lifting | BULLSHIT BINGO (free square) | Compelling | Process |
| Customer Oriented | Web 2.0 / 3.0 | Partner | Collaborate / Collaboration | Back to the drawing board |
| Impact[ful] | Niche[s] | Promotion | Buzz | Discovery |