Fear & Force in Governing v. Courage & Freedom

Humans have developed societies, culture and civilizations based on threat…

Threat by religion
Threat by law or rule
Threat by currency

Our behavior and activity are dominated and controlled and regulated by threat of misery and/or promise of reward.
Fear is easily triggered in humans by threat.
We need to develope forms of culture and societies that surpass the human root of fear.
We need to find ways in which to trigger behavior and activity based on the human root of love.

It may seem easy to shrug at the obviousness of such an idea.
Love instead of Fear - of course, no surprise.

The difficulty is quite literally the how…
How do we teach humans to want, do and succeed in creating value in their lives and for those around them, without the use of fear (fear of being hungry and cold to promote work for money, fear of hell to promote moral behavior, fear of imprisonment, fear of…)?

I believe the first step, in a capitalist society, toward this new paradigm, is changing the basic value notions of jobs.

Example:
No one cleans toilets because they love it. People clean toilets because they fear that if they do not take that job which is available to them, then they will be unable to provide basic needs for their family: food, shelter, clothes, etc.

People become rocket scientists because they do love the idea of sending things into space. Their activity is promoted by their love of a subject or possible action - being able to provide for their family is a benefit but not the base response to fear that makes them take the job.

So, how do you promote toilet cleaning without use of threat?

Provide the toilet cleaner with more or equal benefit than the rocket scientist. Someone who spent the day cleaning toilets deserves a nice big bath tub and a silk robe.

Not fair, right? A brilliant person who figures out how to put communication satellites in space gets the same as (or less than) the barely educated toilet cleaner. (Einstein did his impressive work while being paid very little as a patent clerk - he was never paid to think of and share his ideas.)
Does this promote decline?

I think not. The reward of successfully designing and launching a rocket into space is far greater to the spirit than cleaning rows of toilets at a sports area.
This value, the value of achievement, is a big part of the benefit of doing something difficult, yet personally meaningful.

Of course, this entire notion is well out of sync with the current capitalist model of promoting certain activities over others - trading stock is valued considerably higher than street cleaning.

Stop and think a moment. Does it need to be?

If trading stock or designing rockets still provided the value of a very comfortable life, then is it in conflict with allowing street cleaning to do the same?

Would we really end up with more people who refuse to learn and failing to create value in their lives because it would be easy to get what you need from being less ambitious?

I think not. I, for one, would continue to create media (because I love it) regardless…even if I could receive more monitory value for toilet cleaning.
How about you? Would you give up your dreams and ambitions because it might pay less that something you loath to do?