The Creed of No Virtue Signaling: Living With Conviction, Not Performance

The Champion Who Refused to Play Along

I found this fascinating anecdote from the 1996 Olympics. A 19-year-old Kerri Strug stood at the edge of the vault runway, her face contorted in pain. She had just injured her ankle on her first attempt, but with the gold medal on the line, her coach, Béla Károlyi, shouted the now-famous words:

"You can do it! You have to do it!"

So she did. She sprinted, launched herself into the air, stuck the landing on one foot, and collapsed. The crowd erupted. She had delivered the vault that sealed the gold for Team USA.

The footage is iconic. The story? Legendary. But what most people don’t realize is this—Strug’s vault wasn’t actually necessary. The U.S. had already won the gold. The pressure to perform was about perception, about looking tough, about playing into the image of what a champion should be.

And for decades, that’s what we’ve been told success looks like. Push through. Show grit. Be relentless. Play the role.

But what if true strength isn’t about performing for others? What if it’s about knowing when to walk away?

The Hidden Cost of Virtue Signaling

Virtue signaling—the act of appearing righteous without the follow-through—doesn’t just exist in activism or politics. It’s everywhere.

• The leader who preaches work-life balance but secretly expects 70-hour weeks.
• The entrepreneur who claims to be all about customer service but never listens to feedback.
• The person who posts about mental health awareness but shames vulnerability in real life.

It’s the illusion of integrity, not the reality of it.

And let’s be real—you’ve probably felt the pressure to play the game, to say the right thing, to present yourself in a way that gets the right nods and approvals. Because that’s how the world works, right?

Except here’s the truth: the people who truly make an impact don’t signal their values. They live them.

The Antidote: The Integrity-Driven Mindset

Psychologists call it "Self-Determination Theory"—the idea that real motivation and fulfillment come from three things:

1. Autonomy – Living by your own values, not external validation.
2. Competence – Pursuing mastery because it matters, not for applause.
3. Relatedness – Connecting with people who respect the real you, not just a version of you.

When you stop bending to what you think people want and start making decisions based on who you are, everything shifts.

• Your business attracts the right customers.
• Your leadership inspires real loyalty.
• Your life feels lighter—because you’re not exhausted from the act.

This is the difference between Kerri Strug pushing through pain for a performance and Simone Biles stepping away from competition to protect her mental health. One moment was about external validation. The other? Deep, unshakable self-respect.

Which one are you living?

How to Stop Playing the Game and Start Living Your Truth

If you’re ready to stop virtue signaling and start leading with actual conviction, here’s where to start:

1. Question Every "Should" in Your Life

Anytime you think I should do this, stop and ask:

• Who benefits from me believing this?
• Does this align with who I really am?

If it’s not your belief, why are you carrying it?

2. Do It for the Action, Not the Applause

Would you still support that cause, take that stand, or make that decision if no one ever knew about it? If not, rethink why you’re doing it.

3. Let Silence Speak for You

Sometimes the most powerful thing you can do is not rush to signal your stance. Instead, live it. If your integrity is real, people will notice—no post required.

Your Call to Action: Who Are You Without the Act?

Today, I want you to sit with this one question:

If you had nothing to prove—no audience, no pressure—what would you actually stand for?

Find that answer. And then, more importantly—live it.

The world doesn’t need another person playing a role. It needs you. The real you. The one who acts from conviction, not from a script.

You in? Let me know what truth you’re ready to stop hiding.

?? The Magic Alignment Crew

With Love

Costa