When you were a JWs...?

I am not nor have I ever been a JW so take this answer how you will. I think they say don't be sad, in a loose sense. Obviously people are going to be sad about losing a loved one, I think the point of that belief is that they believe they will be reunited with that person and it cheapens the persons memory of their life to grieve when you "know" you will see them again.