Talking about values and virtue signaling is easy. But sacrifice is hard and often unobserved. We don’t get as much credit from others for living up to our values, as we do for merely proclaiming them on social media or t-shirts.

— Scott Berkun on his Substack blog

Scott Berkun is an inspirational writer. He worked on the Internet Explorer team between versions 1 and 5. He also lead a team at Automattic, an experience he documented in the book The Year Without Pants: WordPress.com and the Future of Work.

I keep writing about kindness and using every opportunity to treat people well. His post resonated a lot with me because it challenges a thing I value highly. Kindness usually costs little, requires no sacrifice, and can be visible. Scott Berkun says this is not a real value. Even worse, promoting kindness as a public statement could be like wearing a patriotic t-shirt.

This is not a new idea but a new point of view that hasn’t crossed my mind before. The Bible has lots of quotes that give a definition of good, and the lack of publicity is a common requirement.

But when you give to the needy, do not let your left hand know what your right hand is doing, so that your giving may be in secret.

— Matthew 6:3

For example, is it a good thing when you hand free iPhones to strangers for views on YouTube? It costs something so it checks the first requirement but is done in public so it doesn’t check the second. Same with pretty much any act of kindness that’s done for views or shared on social media.

I need to think more about this.