Dogbert and Alice sit at a conference table. Dogbert says, "If you plan to have a booth at the trade show, you need the 'Dogbert Trade-Show Consulting Company' to design it." Dogbert continues, "I recommend the deluxe booth. It's guaranteed to generate the most revenue." Alice asks, "How would the deluxe booth generate more revenue for my company?" Dogbert says, "Oh, suddenly this is about YOUR company?"