| Intellectual Property | Bottom up | 30,000 foot view | Downsize | Revisit |
| Reuse / Reusability | Skill set(s) | Re-engagement | Drill Down | Measurement |
| On The Same Page | Backward Compatible | BULLSHIT BINGO (free square) | Targeted | Emerging markets |
| Sustainable / Sustainability | Relevance | Bandwidth | Team Building | B2B |
| Secret sauce | Personalization | Pushback | Due dilligence | Data Mining |