Firefighting is a noble profession, but being a firefighter in business means there are problems in the business.
Here’s an example of a business fire:
A business had an urgent issue. They were getting notified by their customers that their email was sending bounce-back messages. Their website was also down. Upon digging further it turned out they had not renewed their domain name. It had been expired for a whole work-week. It turns out that a former partner in the company was receiving notification emails that the domain needed to be renewed, and he hadn’t bothered to tell anyone. The domain expired silently, and then something as mission-critical as email failed as a result.
In business we prevent fires by putting measures in place to stop fires from ever happening.