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In response to a question from Michael Anthony Gibson about structuring options in a project proposal, Jonathan suggests presenting three incremental options labeled as bronze, silver, and gold (or small, medium, large). Each higher option includes the features of the lower ones, ensuring clarity in the offer. The proposal structure should start with a cover sheet, followed by a situation appraisal detailing the client's current status and desired future state. After that, the three options would be described, beginning with the smallest (bronze) and progressing to larger options, each with distinctive titles for easy reference.