In the “Hitchhiker’s Guide to the Galaxy”, a group of hyper-intelligent pan-dimensional beings demand to learn the Answer to the Ultimate Question of Life, The Universe, and Everything from the supercomputer, Deep Thought, specially built for this purpose. It takes Deep Thought 7½ million years to compute and check the answer, which turns out to be 42.

In this spirit, AP42 strives to answer your questions about the meaning of your business, your brand, your customer, and your opportunity (though not usually take 7½ million years to deliver the results.)

The number 42 can be found in many places. It is the diameter of a circus ring, Buzz Lightyear’s ID number, Fox Mulder’s apartment number, the angle at which a rainbow is at its brightest, the number of dots (or do you say “pips”?) on a pair of dice, Jackie Robinson’s jersey number (and also Ronnie Lott’s).

Now that we’ve mentioned this, you’ll start to take notice when you see the number 42. Funny how that works. That’s called the Baader-Meinhof phenomenon. So now you know.

If you have a Pinterest account, head over to our page and take a look at some of the other 42 sightings we’ve gathered. And if you have a good one of your own, let us know.