Doing the right thing comes more naturally to some. In general I believe there isn’t much altruism involved. When you do it right you benefit, as well as others. We all win.
Sometimes people are willing to do it right/do the right things without worry over getting credit. These people earn much respect on those occasions, especially when everyone believes things were done for the right reasons.
Other people are much more concerned with getting credit for what they do. There seems to be some moral high ground we look down upon these folks from, but practically speaking it makes sense to get the credit. It’s a form of currency that can be useful. Taking credit is in fact often the more genuine approach, especially if you believe, as I do, that much of what was done fulfilled some need in the person doing the good thing to begin with. Why not get credit for it? In business this is a no-brainer.
To get proper credit, however, it’s important to have good judgement about what things are worth getting credit for. For instance, I recall years ago a girl I vaguely knew hit my parked car. She left a note. I then proceeded to call her repeatedly trying to take things to the next step. Finally I figured out where she lived and visited her there. She was surprised and perturbed I had pursued it. Her thinking was that the good deed was done by leaving her info, even though the info without the follow through is useless.
If you’re late for an appointment, calling ahead of time is the courteous and professional thing to do. But it doesn’t make you on time.
Getting the proper type and amount of credit can be left to the beholder. Do things right, and let the chips fall where they may. That’s a good practice that often works well enough. However, doing things right and taking steps to make SURE the chips fall the right way is acceptable (especially in business), if done in moderation and without the perception that it’s manipulative. It can be a great way to differentiate yourself from the pack. Why not take it and put yourself in a better position to do more good things the right way? We all still win.