Therefore the Sage embraces Unity, and is a model for all under Heaven. He is free from self-display, therefore he shines forth; from self-assertion, therefore he is distinguished; from self-glorification, therefore he has merit; from self-exaltation, therefore he rises superior to all. Inasmuch as he does not strive, there is no one in the world who can strive with him.
LaoziThe fourth (of the four cardinal virtues) is supportiveness: this manifests as service to others without expectation of reward. (Paraphrased: Such service is not a mere conforming to some external rule of behavior, but instead a manifestation of your original nature).
Laozi