...It's about "Lordship". He's calling us to deny ourselves and surrender to Him.
Mark 8:34 And when He had called the people unto him with his disciples also, He said unto them, Whosoever will come after me, let him deny himself and take up his cross and follow me.
If we look at this honestly, denying ourselves may mean humiliation, abuse, or possibly death. What are the consequences?
Mark 8:35-36 For whosoever will save his life shall lose it; but whosoever shall lose his life for my sake and the gospel's, the same shall save it. For what shall it profit a man if he shall gain the whole world and lose his own soul?
Jesus is talking about eternity. A lot of folks go through life never understanding what it's all about. For many, life has no meaning and is frustrating.
If you want joy and real meaning in your life, surrender it to Jesus. People who want to be the captian of their destiny will lose their life.
Give Jesus Lordship. Let Him have his way every day. Study God's Word. Pray. Surrender. This is the challenge.