"Concentrate," hissed Zaphod, "on his name." "What is it?" asked Arthur. "Zaphod Beeblebrox the Fourth."… — Douglas Adams

"Well, you're obviously being totally naive of course", said the girl, "When you've been in marketing as long as I have, you'll know that before any new product can be developed it has to be properly researched. We’ve got to find out what people want from fire, how they relate to it, what sort of image it has for them."

The crowd were tense. They were expecting something wonderful from Ford.

"Stick it up your nose," he said.

"Which is precisely the sort of thing we need to know," insisted the girl, "Do people want fire that can be fitted nasally?"

"And the wheel," said the Captain, "What about this wheel thingy? It sounds a terribly interesting project."

"Ah," said the marketing girl, "Well, we're having a little difficulty there."

"Difficulty?" exclaimed Ford. "Difficulty? What do you mean, difficulty? It's the single simplest machine in the entire Universe!"

The marketing girl soured him with a look.

"Alright, Mr. Wiseguy," she said, "if you're so clever, you tell us what colour it should be."

"If," ["the management consultant"] said tersely, "we could for a moment move on to the subject of fiscal policy..."

"Fiscal policy!" whooped Ford Prefect. “Fiscal policy!"

The management consultant gave him a look that only a lungfish could have copied.

"Fiscal policy..." he repeated, "that is what I said."

"How can you have money," demanded Ford, "if none of you actually produces anything? It doesn't grow on trees you know."

"If you would allow me to continue.. ."

Ford nodded dejectedly.

"Thank you. Since we decided a few weeks ago to adopt the leaf as legal tender, we have, of course, all become immensely rich."

Ford stared in disbelief at the crowd who were murmuring appreciatively at this and greedily fingering the wads of leaves with which their track suits were stuffed.

“But we have also,” continued the management consultant, “run into a small inflation problem on account of the high level of leaf availability, which means that, I gather, the current going rate has something like three deciduous forests buying one ship's peanut."

Murmurs of alarm came from the crowd. The management consultant waved them down.

"So in order to obviate this problem," he continued, "and effectively revalue the leaf, we are about to embark on a massive defoliation campaign, and...er, burn down all the forests. I think you'll all agree that's a sensible move under the circumstances."

The crowd seemed a little uncertain about this for a second or two until someone pointed out how much this would increase the value of the leaves in their pockets whereupon they let out whoops of delight and gave the management consultant a standing ovation. The accountants among them looked forward to a profitable autumn aloft and it got an appreciative round from the crowd.

"How can I tell," said the man, "that the past isn't a fiction designed to account for the discrepancy between my immediate physical sensations and my state of mind?"