Book excerpt: Why must we be SELF-ish? Service before Self. This mantra for living life hasn’t stood the test of time very well, and the recent Covid-19 pandemic confirmed that building physical immunity is much easier than strengthening one’s emotional self. Humanity is struggling with this enigma. This book provides new insights on how to use values to shape your SELF, navigate the path of life with your own SPS (SELF-Positioning System), build your emotional immunity and unlock your full potential by being SELF-ish.