The morality which I should advocate does not consist simply of saying to grown-up people or to adolescents： "Follow your impulses and do as you like." There has to be consistency in life; there has to be continuous effort directed to ends that are not immediately beneficial and not at every moment attractive; there has to be consideration for others; and there should be certain standards of rectitude. I should not, however, regard self-control as an end in itself, and I should wish our institutions and our moral conventions to be such as to make the need for self-control a minimum rather than a maximum.
Source: Marriage and Morals, 1929.
More info.: http://russell-j.com/beginner/MM21-070.HTM