Never do things others can do and will do if there are things others cannot do or will not do.Amelia Earhart
Helping others can often time mean doing something others cannot, or just will not, do. This could be a special skill or adeptness, or simply choosing to “muck out the stables” when fetching the water could also be done.
In many cases, the real defining aspect is the work needed to be done… and whether you have already put the efforts in or just need to put the effort forth. Helping others is still going to be “work” in that sense although stepping up and putting yourself in the position to do the work can only be better for your customer as well as yourself.
This also speaks to challenging yourself with new goals and ideals. It doesn’t necessarily translate into being the first, or the best (although it could); it really should be considered as just being more capable of helping more people.
Possibly even more important, when you are stepping up your skills, is to help others do the same so they can step up their game, too. In the end, everyone wins as everyone else gets more done and there are fewer things others cannot do or will not do.