I would question altruism as the right term to encourage people to use, as altruism is to value another over yourself. To increase another at the expense of yourself.
Selfishness has two possible modes: one is dumb and the other is smart. Dumb selfish people think that they are owed things like wealth so they set out to deceive, demand and steal (making themselves objects of altruism).
Smart selfish people realize that when making their lives better coincides with the opportunity for others to better themselves then there is a profit to be made.
Corporations are no different.
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