I think Work and Income has got it wrong. I believe this comes from the best will in the world, but some people are very private and could easily be embarrassed. It's certainly most unusual.

I do think we as a people are too reserved and we should stop being so modest and celebrate doing well more often.

Work and Income has obviously tried to come up with a way to be positive and celebrate success but I do think it could easily backfire. In this situation, it's probably a bit much for some people.

Conservative Party chief executive Christine Rankin was previously head of Work and Income NZ.