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In response to a question from Michael Anthony Gibson about structuring options in a proposal, Jonathan suggests presenting three incremental options, which he likens to a bronze-silver-gold model. This means that if a client selects the second option, they automatically receive the benefits of the first; similarly, choosing the third includes the benefits of the first and second options. The proposal should begin with a cover sheet, followed by a situation appraisal detailing the client's current state and desired future. Afterward, the three options are presented, starting with the smallest (referred to as "bronze") and including descriptive titles for each option.