| Competitive | Bottom up | Benefit analysis | Elephant in the room | At the end of the day |
| Value | Downsize | E-business | Aggregate | Success |
| Basically | Reuse / Reusability | BULLSHIT BINGO (free square) | Innovation / Innovated | Web 2.0 / 3.0 |
| Big Picture | Differentiation | Market Window | Heads up | Fault Tolerant |
| Granular | User Friendly | Traction | Sticky-ness | Customer Relationship Management (CRM) |