Regarding reincarnation. It exists. Through the Rule of Forgetfulness you do not remember your past lives during an incarnation, unless circumstances cause you to remember. Each life, or incarnation, has a focus, a lesson. You may or may not succeed in learning this lesson, and in this case this lesson will be before you in future lives. Some entities learn faster than others. Some backslide, and need to repeat prior lessons. Progress in the lessons may be made in either the Service-to-Self or Service-to-Other path. Some lessons are harder to learn in this orientation or that. Entities sometimes find themselves switching orientations during lessons, but this is rare and usually fleeting.
The Service-to-Self or Service-to-Other orientation involves not just the choice of what one's goals are, it involves how one relates to others while attempting to reach those goals. For instance, the Service-to-Self oriented entity desires to surround itself with luxury and other entities under its control. When interfacing with others, it concentrates on effecting domination, whether by fear and intimidation or by bribery. The Service-to-Others oriented entity has different goals, to assist others with their problems and to work jointly toward mutual goals. When interfacing with others, it moves toward clarifying the goals of the group, and then volunteering a role in reaching those goals.