| Off the Shelf | Convergent | Promotion | Policy[ies] | Differentiation |
| Time to Market | Go to market | Think Outside the Box | Control Group | Leadership |
| Client Focus[ed] | Milestone | BULLSHIT BINGO (free square) | Conversation | Seamless |
| Mind Share | Agnostic | Ownership | Moving/Going Forward | Google Juice |
| Application Service Provider (ASP) | Portfolio | Initial Assessment | Popup | Customer Relationship Management (CRM) |