Every app you’re on will shut down someday. The people you were kind to won’t.

Platforms are temporary infrastructure. They feel permanent while everyone is on them, then the servers go quiet and the whole archive of who you were there goes with them. What never gets switched off is the memory somebody keeps of how you treated them on an average day.

Spend a little less effort on the version of you that lives in an account and a little more on the one that lives in people. Say the direct, warm thing to a real person this week. That copy has no shutdown date.