| Hardball | Lean In | A-B Testing | Customer Service | Initial Assessment |
| Benefit analysis | Total Quality [or] Quality Driven | Control Group | Level Set | Workflow |
| Engage | On The Same Page | BULLSHIT BINGO (free square) | Cost | Relevance |
| Upside | Sticky-ness | Phase | Mind Share | Technologies |
| Innovation / Innovated | Niche[s] | Core Competency / Core Competencies | Front Lines | Total Cost of Ownership (TCO) |