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Since my primary income source online is based on building referral trees, helping others set and reach goals defines my own goal. Why would I try to do something alone that is much easier with an army of dedicated workers on my side?
I'm jumping in the same boat, however with a slightly different approach. I discovered my niche and a name: "Information/Referral Consultant". I define this as identifying others needs and matching them with resources. This means helping others contributes highly to my goals as it is my niche. I have both short term and long term goals in this direction. Sort term is establishing relationships. Long term is monetizing my niche.
It is really a combination of both. When you help someone attain his or her goals, you obtain yours as well. It is just like giving and receiving they go hand in hand, you cannot do one without the next. This is a law that comes back full circle, just like what goes up has to come down.