| At the end of the day | Market Window | Targeted | Focused | Heavy lifting |
| Mission Critical | Resource[s] | Buzz | Asset[s] | Personalization |
| Growth | Communication | BUZZWORD BINGO (free square) | Mind Share | Moving/Going Forward |
| Goal oriented | Revenue | Perspective | Empower[ment] | Drink the Kool-Aid |
| Flexibility | One Stop Shop | Low-Hanging Fruit | Data Mining | Partner |