Are you saying the Goen Rule doesn't work?
If you mean "Golden Rule" then I would say that the Golden Rule is an example of self sacrifice not self interest. For the Golden Rule to work to your interest, those to whom you would treat in such a way must be committed to treat you that way. Jesus expected us to treat others that way without any expectation that others would treat us that way.
Christ's disciples were tortured and killed despite their own adherence to the Golden Rule.