Most people possess positive unconscious associations about themselves. For this reason, most people prefer things that are associated with the self (e.g., the letters in one's name) over things that are not. We refer to such preferences as implicit egotism. In this talk, I discuss the role of implicit egotism in three major life decisions: where people live, what people do for a living, and whom people marry. For example, Study Set 1 shows that people are disproportionately likely to live in places whose names resemble their own first or last names (e.g., people whose first or last name is Louis are disproportionately likely to live in St. Louis, people named Virginia are disproportionately likely to move to Virginia). Study Set 2 shows that people disproportionately choose careers whose labels resemble their names (e.g., people named Dennis, Denny, Denise, and Dena are over-represented among dentists). Study Set 3 shows that people are disproportionately likely to marry other people whose first or last names resemble their own. Follow up studies show (1) that name letter preferences are systematically related to people's explicit self-esteem scores, and (2) that people with stronger name letter preferences are more likely to show behavioral name letter effects (e.g., people named Cal who strongly prefer the letter C are particularly likely to live in, or move to, California). On the basis of such findings, I argue that unconscious self-regulation processes influence major life decisions.