| Conversion | Engage | Fault Tolerant | Herding Cats | Off Site Meeting |
| Business Plan | Heavy lifting | Measurement | Challenge[s] | Market Leader |
| Front Lines | Monetize | BULLSHIT BINGO (free square) | Robust | Ecosystem |
| Objectives | Agnostic | Wow Factor | Prioritized | Core Competency / Core Competencies |
| Run the Numbers | Laser-focused | Double down | Technologies | Go Live |