From generations to generations it was belief that all the human beings are selfish. Most scientist, researchers and executives also believed that human beings are attracted in advancing their quantifiable benefits.
This belief has come to an end since modern evolutionary research in psychology, biology, sociology and other fields like economic had proven through evidence that human beings are far away from selfishness. Human tendency became more cooperative than before using several collaborative tools such as, Facebook, Twitter, LinkedIn, Craigslist, and other open source based software. Using this kind of tools human being becomes more productive to pursue community goal rather than his/her own selfishness goal.
Several businesses and organizations have accepted this approach to achieve reputation though motivating employee with effective and efficient way. This approach has helped to employees to build their career with organization as well. For example, Zappos allows their employees to have fun and friendly environment while working. Zappos allows employees to put their family and social pictures and cultural belonging to their desk. Zappos wanted their employees to get involves deeply in social networking fields, so employees have stress free environment and Zappos could get more customers through social networking.
In conclusion, researchers founded that communication, fairness, morality and motivation are the key elements which can help to reduce the selfishness in an individual to achieve desirable outcome for the entire community.