 wherever the name (repute) and benefit meet, the people will go in this direction.… Farming is what the people consider bitter; war is what the people consider dangerous. Yet they brave what they consider bitter and perform what they consider dangerous because of the calculation [of a name and benefit]. … When benefits come from land, the people exhaust their strength; when the name comes from war, the people are ready to die (Shang jun shu 6: 45–46; Book of Lord Shang 6.4–6.5).