Greatness from Seth Godin:

“The currencies of anybody who wants to make change are are attention and trust. And they’re in a [vicious?] cycle. You don’t get attention unless you’re trusted. You don’t get trusted unless you get attention.

… You can light yourself on fire in the street, but you don’t earn trust doing that. Before you do something that will shine a spotlight on you, make sure it’s something that aligns with your beliefs, and will be positively received. Ask yourself if you’d willingly want to be associated with it.”