You do everything for your self. But the results will be very different depending on who you think you are. If you think you are an individual, alone against the world, your efforts will reflect that limitation. If you know you are Awareness (the the ground being), your efforts will reflect that limitlessness. Either way, you cannot avoid being selfish. In the first instance you will be clutching and grabbing for your little self, in the second instance you will be a blessing to yourself and all beings. Everything is done for the sake of the self, but knowing who you really are, Awareness, will bring peace amidst the apparent struggle. As Awareness, being selfish does feel selfish, as there are no others. Being Awareness, all your actions will reflect the whole. As Awareness you will know and understand that you are the world. And, that the "Observer is the observed." You will know you are in God's hands. Your very own hands.