Jesus thinks of His own death and He reminds His listeners that a characteristic of a Christ-follower is one that also participates in death to self and worldliness. As Christ’s death brings Him glory, so to those who follow Him into death to this life will also participate in that glory. Re-stated, we can say that:
A lover of this life treasures his or her life more than Christ.
A hater of this life treasures Christ more than this life.