Enlightened self-interest is a philosophy in ethics which states that persons who act to further the interests of others (or the interests of the group or groups to which they belong), ultimately serve their own self-interest. It has often been simply expressed by the belief that an individual, group, or even a commercial entity will "do well by doing good". The term enlightened self-interest has been criticised as a mere ideological or semantic device of neoclassical economic theory to justify this type of behaviour. It has been considered at best a variant of self-interest that is unsuitable for the establishment of personal and public relations, because like the definition of self-interest in the standard rational choice model, it fails to characterise human behaviour ethically, psychologically and cognitively. Related and contrasting concepts Unenlightened self-interest In contrast to enlightened self-interest is simple greed, or the concept of "unenlightened self-interest", in which it is argued that when most or all persons act according to their own myopic selfishness, the group suffers loss as a result of conflict, decreased efficiency and productivity because of lack of cooperation, and the increased expense each individual pays for the protection of their own interests. If a typical individual in such a group is selected at random, it is not likely that this person will profit from such a group ethic. Some individuals might profit, in a material sense, from a philosophy of greed, but it is believed by proponents of enlightened self-interest that these individuals constitute a small minority and that the large majority of persons can expect to experience a net personal loss from a philosophy of simple unenlightened selfishness. Unenlightened self-interest can result in the tragedy of the commons. Golden Rule Enlightened self-interest is related to the Golden Rule: simply acting toward all others the way one wants them to act toward oneself. The reasoning, for example, is "I will not steal because if I steal then others may steal from me and the creation of a thieving society will likely hurt me". It is also related to the second part of the Great Commandment, "Love your neighbor as yourself". Deferred gratification Enlightened self-interest also has implications for long-term benefits as opposed to short-term benefits to oneself. When an individual pursues enlightened self-interest that person may sacrifice short-term interests to maximize long-term interests. This is a form of deferred gratification. An individual may choose to