Christ tells us to deny ourselves, pick up our cross, and follow Him.  Yet, our culture says to get all you can with the least amount of effort and live to make yourself happy.  So how do we learn to deny ourselves?  Well, it starts by thinking of ourselves less.  Notice, I didn't say to think less of yourself.  You are a child of the King, so your value is undeniably great.  However, we must think of others more so that we begin to look for ways to increase others.  Focusing on others and God will lead your life down a path of service.  Remember, you will never be full when you chase after selfishness, but selflessness leads to a very fulfilling life.