Prabhupada said that service is our dharma, because it is the nature of the pure spiritual soul. If we are always just serving ourselves, then we will feel some emptiness. In Bhagavad-Gita, Chapter 8, Krishna says: Love me, but if you can't love me, then do the practice of bhakti. If you can't do bhakti then do karma yoga. And if you can't even do karma yoga, then find someone and serve them. Service breaks our self-centered attitude.