And for customers at a cafe in Staffordshire, that motto will be as part of a free scheme called Book Blind Date.
Shoppers at Bella's Coffee House, in Hednesford, can pick up gift-wrapped books dropped off by other customers.
People won't know what the books about other than a brief description provided by the previous owner.
Shoppers can return the books or allowed to keep them, so long as they bring in a new one for other customers to enjoy.
The idea came from Hednesford Town councillor Emma Hunneyball, said the shop's owner, Paul Woodhead.
He said: "Emma had seen this idea elsewhere. It is a way of introducing people to the joy of reading.
"You don't know what book it could be until you unwrap it. It will allow people to have more subjects to talk to each other about.
"For the cafe, we felt it was a really good way of helping the community enjoy books and literature."
He continued: "You can drop books off and other people will pick them up.
"If you have books that you enjoy, you can wrap them up in wrapping paper and brown paper and put a small description without saying the author."
Asked if the initiative has been popular, Mr Woodhead continued: "Yes, I think there's a degree of curiosity.
"People do like the fact that there is books coming in and out the cafe.
"People are getting to it and the concept that it is a bit different.
"All we ask is that if you take a book, bring another back."
Mr Woodhead took over the running of the shop in July. The business currently employs three staff.
It is a not-for-profit organisation which caters for the community.
Mr Woodhead said its coffee beans are ethically sourced and roasted in Bridgtown, Cannock.