Of course it can be said of jails, too, that they try - by punishing the troublesome - to deter others. No doubt, in certain instances this deterrence actually works. But generally speaking it fails conspicuously.
Leaders must pick causes they won't abandon easily, remain committed despite setbacks, and communicate their big ideas over and over again in every encounter.
A good director has to be a captain - he has to work with a lot of people every day.