Soaring above the competition. Taking his company to new heights. Piloting the future. No, no, no. Kill the clichés. Flexjet senior director of legal services Bruce Marshall wants his Richardson-based company to be known as a “private aviation solutions provider.”

Flexjet manages a fleet of aircraft — private jets made by its parent company, Montreal-based Bombardier Aerospace Corp. — and helps customers fly throughout the country and the world. The company arranges whole aircraft management and fractional ownership; sells “jet cards,” which give customers a certain amount of flying time; and offers charter services.