Belief was the food of the gods. But they also needed a shape. Gods became what people believed they ought to be. So the Goddess of Wisdom carried a penguin. It could have happened to any god. It should have been an owl. Everyone knew that. But one bad sculptor who had only ever had an owl described to him makes a mess of a statue, belief steps in, next thing you know the Goddess of Wisdom is lumbered with a bird that wears evening dress the whole time and smells of fish. You gave a god its shape, like a jelly fills a mold. Gods often became your father, said Abraxas the Agnostic. Gods became a big beard in the sky, because when you were three years old that was your father. Of course Abraxas survived . . . This thought arrived sharp and cold, out of the part of his own mind that Brutha could still call his own. Gods didn't mind atheists, if they were deep, hot, fiery atheists like Simony, who spend their whole life not believing, spend their whole life hating gods for not existing. That sort of atheism was a rock. It was nearly belief.

— Small Gods by Terry Pratchett, Andy Serkis, Peter Serafinowicz, and 1 other (Discworld, #13)