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Would the customer's decision always be based on cost? All of these trichotomies seem to reflect cost -maybe you can find one that reflects need.....? Shift the focus, so to speak. Most people will get the implied cost/luxury differences....
coach/executive/business (ok still money)
leisure/business/mogul
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The most difficult thing is the decision to act, the rest is merely tenacity Amelia Earhart
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