| Marketing / Promotional Collateral | Ownership | Exposure | Cost | Total Cost of Ownership (TCO) |
| Backward Compatible | Braindump | ETA | No-Brainer | Revenue |
| Opportunity | Cutting Edge | BUZZWORD BINGO (free square) | Revisit | 30,000 foot view |
| Differentiation | Advantage | Customer Service | Bottom up | Cadence Call |
| Profit[ability] | Market Leader | Web 2.0 / 3.0 | Moving/Going Forward | Metadata |
| Deploy | Lead The Field / Occupy The Field | Engage | Convergent | 30,000 foot view |
| Reinvigorate | High-Level | Critical Path / Issue | Experiences | Out of the [Box | Loop] |
| Burn rate | Call to Action | BUZZWORD BINGO (free square) | User Friendly | Elephant in the room |
| Drink the Kool-Aid | Think Outside the Box | Sustainable / Sustainability | Expectations | Traction |
| Ecosystem | On the back end | Bandwidth | Timeline(s) | Retention |