And the King will answer and say to them, ‘Assuredly, I say to you, inasmuch as you did it to one of the least of these My brethren, you did it to Me.’
Matthew 25:40.

“…For he who is least among you all—he is the greatest.”
Luke 9:48

The verse from Matthew talks about doing for the least (to the World). The other quote from Jesus, in Luke, points out that the greatest (to God) really seem like the least (to the world). It seems to me in the previous verse he is talking about what the world would call least and in the latter he is referring to what God would call greatest. So if that is in fact the case, then what about those who the world calls greatest? What benefit is it to do things for them? What is there for the crowds who compete to “serve” the greatest in this world? You decide. I assure you, there isn’t much competition to serve the least. The pretty, the rich, the hip and cool, they will constantly be surrounded by those who love serving them. The catch is, Jesus only promised that serving the least would be like serving Him.