“The Hitchhiker’s Guide To The Galaxy has already supplanted the great Encyclopedia Galactica as the standard repository of all great knowledge and wisdom… it scores over the older, more pedestrian work in two important respects.  First, it is slightly cheaper and second, it has the words Don’t Panic inscribed in large friendly letters on its cover.”  from The Hitchhiker’s Guide to the Galaxy by Douglas Adams

If you’re an intergalactic space traveler who encounters strange civilizations, cultures and species…not all humanoid… this is pretty good advice.

So it is if you are an entrepreneur.