Entrepreneurship and business become noble when you’re doing it to improve the lot of those around you, not just yourself.
I love this from Nassim Taleb. “Some people take risks and some people labor in the fields. You have the option of doing either one or the other. But my point is you should never have someone rise in society if he or she is not taking risks for the sake of others, period.”
The best business owners I’ve known are those that get this intimately. They may not run their businesses entirely selflessly, but they certainly don’t do it selfishly.