I feel you are presenting a false dichotomy. If this was true, why are the most boring jobs not paid the best? It seems that capitalist money is just hidden punishment: do something you don't want to do for a pittance, because you have no leverage. In a family, in a community there are also ways to incentivise prosocial behaviour just by culture, which is why e.g. most of German emergency operations are volunteer based. And in most associations, people are if not happy then perfectly willing to do the boring job if that's the way they become a part of the association. Social norms and customs and their establishment are a whole lot more complicated than "punishment from leaders"