I recently had a conversation with a serious business man whom confused the hell out of me for about 10 minutes. He kept using the term "Fire" and reputation as thought they were the same thing!

Then I remembered reading a book some time ago where the author was pontificating about how when Sun Tzu was referring to Fire that it should be interpreated as meaning Repuation for modern business purposes. Sure enough when I asked him had he read the book, he had just finished it!!