When you are doing the right thing socially; you don’t steal, lie, cheat. You feel better about yourself. When you feel better about yourself, you do more of the same. You build your self-esteem and at the same time become more selfless by taking care of your Higher Self.
After feeling better about yourself and doing the right things, there is usually a want to go deeper into this good feeling about yourself. Hence, becoming more selfless. So you start to read about others who have experienced this selflessness. Thus reading becomes more important. You begin to want to learn of how others have experienced an even deeper knowledge.
You now are going beyond self and into the Spirit Of Love.