What fundamentally motivates moral behavior? What is the nature and source of moral motivation? The argument developed in this chapter is that moral action is not merely other-regarding; it also can, and should be, self-regarding. When there is something significant for the self in the moral enterprise, it can legitimately be self-enhancing and, thus, powerfully motivating. The empirical warrant for this argument is found in the study of the psychological functioning of moral exemplars. The research reviewed here indicates that moral exemplars do synergistically integrate their self-promoting agentic motivation in service to their other-promoting communal values. Therein is the powerful motivational impetus for doing good and living rightly.