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By serving we generally mean to offer certain service to the target members of a certain group.
As the leader of a group, he or she must have the spirit to serve the members of this group, by doing so, he or she can better establish closer ties with the members of this group, and have patience to understand the situations much better in order to motivate the members of this group to work for the benefit of this group.
And when he or she has done so successfully, he or she has indeed provide his service of contributing to the good of this group, and therefore the truth of this remark, i.e., to lead or manage well, he or she must serve well first.
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