King Li of the State of Chu proclaimed to his people: "Should any emergency arise, a drum will be beaten as a signal. Upon hearing the drum, you must assemble immediately outside the palace gate."
One day, King Li, heavily intoxicated, passed by the drum stand and beat it randomly. Hearing the urgent sound, the people rushed from all directions to the palace gate, believing a crisis was at hand. They gathered in a dense crowd.
King Li sent a messenger to explain: "The King beat the drum just now, but there is no emergency. He was merely drunk and did it for amusement."
The people returned to their homes, feeling angry and deceived.
Months later, a real emergency struck the State of Chu. The palace drum sounded from dawn till dusk. Although the people heard it, they no longer cared and did not rush to the gate.