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Sell the sizzle. The designers have to work with what survey/focus groups give them. Descriptions of how they go about their day
the words sorta say it all
magical (I am), transcendent (my aspiration)
When you drive our car, this is what we will mirror of you. (That set of feelings will become predominant).
Which begs the question of what sort of people these are?
By income grouping they are our local societal leaders.
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