| Back-end | Profit[ability] | Robust | Upside | Brand[ing] |
| Competitive | Top Of The Game | Innovation / Innovated | Scale | Cross Sell |
| Benchmark | Go Public | BUZZWORD BINGO (free square) | Service Oriented | Segment |
| Customer Centric | Gap Analysis | Business Plan | Web 2.0 / 3.0 | Demographic |
| Off-line | Value | Omnichannel / Cross Channel | Deploy | Proactive |