The theme of Paragraph 1 of Shema is to love Hashem with your heart, soul, and all your possessions! Throughout history, Jews have given up their lives to sanctify G'ds name. As hard as that is, to die for Hashem, to live for Hashem is often even more difficult. Dying is a one time act, living is constant devotion and direction towards all one's thoughts, feelings, and actions being devoted to Him Alone. Not so easy!