Is it time to loose “What’s in it for me?” in favor of “What can I do for you?”
“You” in this case can be many things – the outside world, your employees, colleagues and customers. A company that is at the forefront of this is Patagonia with the mission “We’re in business to save our home planet”.
On the leadership side there is talk of “Serve to Lead”, an expression from the military. It’s about the leader not being there for their personal gain, but to help the team succeed in their task.
And as Satya Nadella, CEO of Microsoft describes it. Don’t come and work for us because you want to be cool, come if you want to help others be cool.