To have a good life, you need to be modest. This chapter provides three reasons to do so. The first reason is that Self-Importance is very tiring because you need to broadcast to the world how awesome you are 24x7. Influencers have to do it. Over the years, the successful financial bloggers we see today ar those who can attract as many eye-balls as they can. The second reason is self-serving bias. I don't really like the example in the book because it says that self-importance causes some investors to buy sexy companies that improve their self image. I largely disagree because I think even the loudest investors would avoid glamorous stocks because returns on investment is a better long-term way of signalling self-importance. The last reason is that having a big ego attract enemies. This largely supports my own observations during my legal training ...