Yes, I agree. When you act in a cowardly manner and be a mute spectator instead of helping out somebody in trouble or do not speak up at something wrong done, you are basically chipping away at your own character. In that sense you are dying inside, behind an external facade. It is better to be brave and stand up to what is right, no matter the consequences - you lose your job or an important business deal or a friendship. At least your own conscience will be clear and your self-respect remains intact.
When people come at you with their worst, you should come at them with your best (advice given to Selena Gomez by her mother, quoted in Time magazine.)