Closeup shot of a group of businesspeople sitting together at a table and holding hands

Being kind is never a bad idea. But as we and our companies weather COVID-19, we have to practice radical kindness.

Everyone has been affected by the pandemic in one way or another. Neither my team nor the entrepreneurs I know have struggled with anxiety like this. My kids are worried about returning to school.

Truly, my thoughts go out to them. Although I cant make the virus go away, I can do the next best thing: double down on kindness.

As a business leader and as a human being, I believe now is the time to be overly kind. Heres why:

In the last two months, Ive seen more vulnerability than I have in my entire life. Ive seen entrepreneurs break down, employees lose their livelihoods, and friends face serious illness.

Now isnt the time to stand on the sidelines. If youre in a position to do so, lend a hand not because you expect something in return, but because you know people need it.

Even simple gestures go a long way. Point people whove been laid off to new opportunities. Shoot a quick text to that aunt or uncle whos sick. Offer to partner with that small business down the street thats struggling.

I do a lot of keynote speaking. When events were cancelled, most hosts did the right thing. A few, however, left me out in the cold.

In one case, a company didnt even tell me the event was cancelled. They then demanded that I return initial fees after Id spent my own time and money preparing for the speech. They refused to even speak with me on the phone to discuss options.

Contrast that with how a staffing company that serves the real estate sector, JWilliams Staffing Solutions, treated me. The owner, JoAnne, called me weeks prior to the event. She expressed empathy for speakers in my situation, and together, we looked for ways to make up for the missed event.

Each of those experiences left a lasting impression on me. You can probably guess which one lost my respect and which one gained it.

You should never stop working to improve yourself. Expressing kindness, especially when its difficult, is a great strategy.

In uncertain times like these, its tempting to put ourselves first. But if we stretch our limits as human beings, we learn just how intrinsically rewarding it can be to do the right thing. Think of the COVID-19 pandemic as a test: Challenge yourself to practice one more act of kindness each day. Doing so helps you approach life with a more positive outlook, which not only makes you happier but also shows others the power of helpfulness.

The goal of being kind should never be solely to make a sale. With that said, nothing reflects better on your business than kindness. People are more likely to shop and partner with a brand that they believe cares for them personally.

Think, too, about the effect on your employees. People would much prefer to work in a positive, uplifting workplace than a demeaning one. Going the extra mile to be overly kind attracts and retains top talent for your business. Dont underestimate the cultural value of kindness.

While COVID-19 has affected my company, I have been much more fortunate than some. It might not always be that way. The future guarantees nothing, and I may not be as fortunate the next time around.

Practice the Golden Rule: Do unto others as you would have them do to you. Being good to others has a way of coming back around.

Again, Im not suggesting you help others out of selfish reasons. Rather, doing whats right in the moment will put you top of mind. When the day comes that youre the one in need, wouldnt you want others to extend that same helping hand?

The most important thing you can do in this life is to be kind. Never has that been clearer than during the COVID-19 crisis. The fact that kindness is also good for business is just the cherry on top.

More here:

The Importance Of Being Overly Kind During COVID-19 - Forbes