Alfred Adler, Carl Jung and Sigmund Freud are founding fathers of modern psychology. From Understanding Human Nature (247 pages, 1927) and What Life Could Mean To You (1931), I remember Adler for his analysis of birth order on personality and for what Adler called his "Fourteen-Day Cure Plan". At the core of Adler's philosophy lies Gemeinschaftsgefuhl which means "social interest" or "communal feeling".
In Eastern terms, the idea is "Seva" ("service before self"), which helps in "dissolution of the I".
Anecdote: In January 2008, I visited a friend who is a clinical psychologist in the Los Angeles area. I asked her what she learnt from her patients. One of her first sentences was that 'selfishness' is quite predominant in many people who seek her help.