| Double down | Business Plan | Turnkey | Partner | Milestone |
| Leadership | Market Window | Intellectual Property | Measurement | Timeline(s) |
| Level Playing Field | Band-aid | BULLSHIT BINGO (free square) | Control Group | Functionality |
| Perspective | Cross Sell | Offline | Cost | Basically |
| Knowledge Base | Flexibility | Sustainable | Touchpoints | Key Factor / Words |