Advantage: The strategy. must provide for the creation and/or maintenance of a competitive advantage in the selected area of activity.

Consonance: The strategy must represent an adaptive response to the external environment and to the critical changes occurring within it.

Consistency: The strategy must not present mutually inconsistent goals and policies.

Euphemism – a mild or indirect word or expression substituted for one considered to be too harsh or blunt when referring to something unpleasant or embarrassing.

Source: https://www.google.ca/#q=euphemism

Examples:
• You are becoming a little thin on top (bald).
• Our teacher is in the family way (pregnant).
• He is always tired and emotional (drunk).

http://literarydevices.net/euphemism/

Oxymoron, plural oxymora, is a figure of speech in which two opposite ideas are joined to create an effect. The common oxymoron phrase is a combination of an adjective proceeded by a noun with contrasting meanings e.g. “cruel kindness” or “living death”. However, the contrasting words/phrases are not always glued together. The contrasting ideas may be spaced out in a sentence e.g. “In order to lead, you must walk behind.”
Examples:

• Open secret
• Tragic comedy
• Seriously funny
• Awfully pretty
• Foolish wisdom
• Original copies
• Liquid gas

http://literarydevices.net/oxymoron/

Hyperbole, derived from a Greek word meaning “over-casting” is a figure of speech, which involves an exaggeration of ideas for the sake of emphasis. It is a device that we employ in our day-to-day speech. For instance, when you meet a friend after a long time, you say, “Ages have passed since I last saw you”. You may not have met him for three or four hours or a day, but the use of the word “ages” exaggerates this statement to add emphasis to your wait. Therefore, a hyperbole is an unreal exaggeration to emphasize the real situation. Some other common Hyperbole examples are given below.
Examples

• My grandmother is as old as the hills.
• Your suitcase weighs a ton!
• She is as heavy as an elephant!
• I am dying of shame.
• I am trying to solve a million issues these days.

http://literarydevices.net/hyperbole/

Metaphor is a figure of speech which makes an implicit, implied or hidden comparison between two things or objects that are poles apart from each other but have some characteristics common between them. In other words, a resemblance of two contradictory or different objects is made based on a single or some common characteristics.

• My brother was boiling mad. (This implies he was too angry.)
• The assignment was a breeze. (This implies that the assignment was not difficult.)
• It is going to be clear skies from now on. (This implies that clear skies are not a threat and life is going to be without hardships).

http://literarydevices.net/metaphor/

Alliteration is derived from Latin’s “Latira”. It means “letters of alphabet”. It is a stylistic device in which a number of words, having the same first consonant sound, occur close together in a series.

Consider the following examples:

• But a better butter makes a batter better.
• A big bully beats a baby boy

http://literarydevices.net/alliteration/

Or she sells seashells by the sea shore.

Onomatopoeia is defined as a word, which imitates the natural sounds of a thing. It creates a sound effect that mimics the thing described, making the description more expressive and interesting. For instance, saying, “The gushing stream flows in the forest” is a more meaningful description than just saying, “The stream flows in the forest.” The reader is drawn to hear the sound of a “gushing stream” which makes the expression more effective.

In addition to the sound they represent, many onomatopoeic words have developed meanings of their own. For example, “whisper” not only represents the sound of people talking quietly, but also describes the action of people talking quietly.

Examples:

“Hark, hark!
Bow-wow.
The watch-dogs bark!
Bow-wow.
Hark, hark! I hear
The strain of strutting chanticleer
Cry, ‘cock-a-diddle-dow!’”

http://literarydevices.net/onomatopoeia/

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