Guiding with Virtue and Ritual
The Master said, 'Guide them with virtue and bring them into order with ritual, and they will develop a sense of shame and moreover become good.'
Speaking about political leadership, Confucius contrasts rule by punishments with guidance by 德 (virtue) and 禮 (ritual, proper forms). When people see good example and live within fitting patterns, they internalize a healthy sense of shame and a desire to do right, rather than merely fearing penalties.