Love

In my experience love is other-directed, very fulfilling and long term or even eternal, while individual ego/self-will is pleasing, self-directed and extremely short lived, needing frequent renewal. The latter is frequently supported by our culture; e.g. keep buying newer, bigger and more expensive cars. Having spent several years trying to satisfy my ego, I now prefer and promote love, which gives me much joy and long term fulfillment. Switching from short-term to long term gratification proves to be a difficult step to take but well worth the effort.