Sometimes all it takes to properly contextualize a verse of Scripture is to read the next one.
This is John 12:32 (NIV):
“And I, when I am lifted up from the earth, will draw all people to myself.”
I grew up hearing preachers and worship leaders quote John 12:32, and the application was, “we need to lift Jesus up on our praises! Honor him with your songs and your prayers, and God will use that to draw others around you into relationship.”
Now, let me be clear. I don’t think that’s wrong in the sense that it’s untrue… I believe we SHOULD lift Jesus up on our praises, and I believe God *does* sometimes use our public displays of affection as ways to engage others into relationship with him.
It’s a tricky thing, though, because, while Jesus did encourage people to pray and give privately to avoid showiness, he also publicly blessed the woman who showered him with expensive perfume. There’s a tension to be managed… it’s less of an either/or than a both/and situation.
Cause a lot of times, outward displays of piety come off as phony and calculated, like we’re doing it more to impress others with how holy we are. Or worse, trying to impress God! To Jesus, these displays are ridiculous and sad, akin to Ted Cruz trying to court Indiana voters by referring to the “basketball ring.”