Rincewind the Wizzard is failed student at the Unseen University for wizards in Ankh-Morpork, often described by scholars as "the magical equivalent to the number zero", and spends just about all of his time running away from various bands of people who want to kill him for various reasons. The fact that he's still alive and running is explained in that although he was born with a wizard's spirit, he has the body of a long-distance sprinter.
Rincewind is most frequently seen wearing his hat with the word WIZZARD emblazoned across it in sequins (this may be a reference to Roy Wood's rock band Wizzard) and his Luggage, which has hundreds of little legs and follows him everywhere, generally attacking anything it perceives as a threat to Rincewind.
Over the course of his adventures, he has turned his cowardice into a fully fledged philosophy of life. He believes that, when running, "to" is never important, what matters is "from". When it was pointed out that running just lands him in more trouble his response was "Yes, but you can run away from that, too." Many of his companions have noticed, however, that Rincewind manages to survive everything that happens to him, and suspect that there's a deeper purpose behind this, although he himself insists it's just a coincidence. Rincewind apparently believes in karma, however. From his point of view, he has pre-emptive karma--if it even looks as if something good will happen to him in the future, his karma will ensure that something bad happens immediately, and continues happening so that the good things never come around.
Lancre (pronounced Lanker) is a fictional country from the Discworld series. It is situated in the Ramtop mountains, about 500 miles Hubwards of the city of Ankh-Morpork. It is the best-known of hundreds of tiny countries in the Ramtops, occupying a vertiginous shelf looking over the Sto Plains.
Lancre is based mainly on the North of England (as in Lanc(ashi)re, with strong resemblance to the windswept, hilly, northern regions (the only piece of flat, level ground in Lancre is in a museum). However, it is reminiscent of many rural areas in Britain and elsewhere. It also contains elements of the Swiss Alps and the Appalachian Mountains. Pratchett has described the tiny country as "solid folklore"; it is the place all the legends of our world's countryside really happened. Ankh-Morpork serves a similar function for urban folklore, but not as blatantly.
Part of the reason for this is that the Ramtops are a major earthing point for the Discworld's magical field. Headless horsemen and walking trees are part of the landscape, as are witches. Lancre is famous for witches, especially since the publication of The Joye of Snackes (an erotic cookbook) by "A Lancre Witch" (Nanny Ogg). Lancre is also the gateway into the "parasite universe" of the elves. The other thing Lancre is famous for is young people going off and seeking their fortunes (usually in Ankh-Morpork).