Deny yourself...
Even in our individualistic "me" focused culture we can understand this to some point. It's good to help others. I remember in my elementary school on one of the walls was a poster that had the golden rule on it, "Do for others as you want them to do for you." Despite the fact that one could be cynical and see how that comes back around to the "me", our culture values service and otherness to some extent. This is probably because we weren't made for "me". But Jesus didn't stop there.
Pick up your cross, and follow me.
The first time I read that I wasn't shocked. The cross is a pendant on necklaces. It is the decoration of many churches that on Easter they put a purple silky fabric draped on this arms. Alright, take up this cross... but clearly this is not what it meant to those listening. They would not understand why we have made the cross into a necklace. If we saw people walking around with electric chair pendants we would think them sadistic and this is probably how the disciples would see our crosses for to them the cross was a death sentence. And not just any death sentence but one that is of utter humiliation and it is was a death sentence for criminals....
If you want to follow me, don't fill up your life with stuff on this earth it won't last, you can't serve two masters do you want money or sex or people or work to be your god? That is your choice but know...know you can't have me too. You can't ride the fence. Be white hot zealous for me or be cold against me. You must choose because I don't want part of your life. I want it all. Following me costs your life... Believe I AM who I say I AM. I will give you life to the fullest. I will reward those who earnestly seek me. I have plans to prosper you. I will continue to work in you so that one day you will be complete. I will give you joy. I will never leave you. But know this is your life. Know that the ways you are walking in now must die. You cannot make your friends your god. I am your God. You cannot hold security in money and work. I am your security. You cannot find happiness and joy in things. I am your Joy. You cannot find sanctification in sex. Only I can fully satisfy. Yes, these all have to die in order for you to find life... but know that the world hated me and if they hated me they will hate you also. They persecuted me and they will persecute you also. But don't be afraid of those that can only take your life...yes, don't be afraid of those that can kill you because all they can do is kill you but I have the power over body and soul. Don't be afraid I have overcome the world. I have all authority over all things.
As I began to understand more of what Jesus was really saying here I used to read and think "of course, we have to deny yourself and pick up our cross." I thought of about the literal death that may ensue in following Christ and I wrestled through that but I came to a point where I was (for the most part) okay with that. And I knew that my old self had to die. But this is where I have been caught off guard, this dying hurts. Those people, practices, things, have become so ingrained in your life and to some extent they may not even be fully bad.. but they are not fully good, they are not best and therefore they must go. There must be death. Its a ripping, that is not just a word get a mental picture in your mind, think about a viper whose teeth are ingrained in your skin and the ripping it off you... this is the ripping off that has to be done and then not only do you have to rip it out but you have to kill the snake in order that it not come back. Then there is the healing that has to come from the bites. For some reason I thought this wouldn't hurt. Of course death will hurt ... but in that hurt, we must remember He is who He says He IS.