So, serving "the one true God" and being "in the truth" are supposed to make JW's better people.
They are bringing their "truth" to people and that probably makes them feel that they are good to "worldly" people.
But they do it to "get their time in." They do it no longer in any life-saving mentality. They knock on doors when nobody answers and they stand near a cart that nobody walks up to.
They are supposed to support and encourage each other, but it seems that anything they do that they deem "good" becomes a competition among them. "My son is a Bethelite." "My vacations are spent building at Headquarters." "My husband is an elder." "I pioneer instead of seeking more money." YADDA YADDA YADDA!!!
JW's get a smug, superior attitude about themselves when comparing their worship to the "world." "THEY CELEBRATE PAGAN HOLIDAYS.....AND GET CAUGHT IN PATRIOTISM!!! THEY WANT TO HAVE FUN SO THEY LET CHILDREN HAVE CANDY ON A SATANIC HOLIDAY!!!" And it goes on and on and on. Instead of really wanting to help their own children understand stuff, they demonize it. Instead of really wanting to help their fellow man to understand stuff, they condemn them and talk about their imminent destruction.
I have been reading BEYOND BELIEF about Jenna Miscavige growing up as the niece of the leader of Scientology, and later leaving. Scientology has a deeper problem with turning other members in for breaking the rules, but it is definitely present among JW's. The fear that a member will be guilty of something for NOT turning someone in for something is prevalent, and that snitch/tattletale thing is way more important than actually helping someone. In Watchtower, the person turning someone in assumes the elders will help that person, but all the elders seem to be first about is getting a confession or proving guilt and punishing. Help is so secondary.
They say they want Witnesses to be able to think for themselves, but all they do is teach them to parrot the Watchtower and try to know what it says as the answer to any particular question. Instead of saying why THEY shun someone or THEY refuse to take blood or whatever, they answer that "I have learned that Jehovah God feels [the way Watchtower tells me] about the matter."