| Game Changer | "Giving Collectors What They Want" | Squirrels | I'm Sorry | Corporate Partners |
| Innovation | Exclusive License | "Can't Be All Things to All Collectors" | Rings | Feedback |
| Segmented Market | Growth | TOPPS BULLSHIT BINGO (free square) | Subjects | "Bloggers" |
| Life-Savers Candy | The Marketplace | Create "Buzz" | "We're a business" | Category |
| Shareholders | "Listening to Our Critics" | "Take That Into Consideration" | "At the end of the day" | Run The Numbers |