  To assist him in unifying the world’s morality, the sovereign, or “Son of Heaven,” appoints three dukes, who help him to divide the world into myriad states and appoint a lord for each. These lords in turn appoint other officials down to the level of the district, village, or clan head, until a complete hierarchical political system is established. Then the work of unifying moral standards begins. The main technique adopted for this task is model  emulation.[12]  People are ordered to “identify upward” with the moral judgments articulated by their political superiors and not to ally together below. This moral guidance is reinforced by social and behavioral incentives. Those who conform and do good are praised, rewarded, and promoted; those who do not are censured and punished. For the Mohists, rewards and punishments are justified instrumentally, by their role in encouraging good behavior and discouraging bad.