Self-benefit and Altruism
A business must maintain a balance between its own benefit and its altruistic efforts toward people and society. Self-benefit is exactly what the term implies; altruism, on the other hand, can lead us to help others. Put another way, "benefiting self to serve others" implies that all our actions must benefit not just ourselves, but those around us. A truly successful business outcome is a win-win situation, where both parties derive benefit.
A business must always be altruistic and considerate of others, ensuring that the other party derives benefit in any transaction.