As my concern for others deepens, my life becomes more fulfilling in every way.

Concern that deepens usually gets narrower at the same time. It stops being a feeling about people in general and becomes knowing that the man two doors down has nobody to drive him to dialysis on Thursdays.

That is the part nobody advertises. General goodwill costs nothing and returns nothing. Knowing one specific person's Thursday problem costs an afternoon, and it is the afternoon — not the goodwill — that comes back changed.