"Suppose, though, that Orin Smith, President of Starbucks, were to proclaim theatrically in a telecast public address "Ask not what Starbucks can do for you. Ask what you can do for Starbucks."
He'd be taken for a fool. And rightly so. People do not exist to serve Starbucks; Starbucks exists to serve people. That's its only justification for existence. The same is true for every other firm and private institution.