Often when we think of denying self, we think of abstaining from things that are obviously “bad.” We need to be aware that there is also a “lust of the flesh” that looks good — it is a desire to be good in our own strength and by our own efforts. We must deny this dependence on the flesh because even though it looks good, it keeps us from dependence on Christ.
Simply put, to deny self is to look away from self and look to the Lord Jesus Christ. We were made for Him. Our lives don’t work when we live for ourselves. This command is an invitation to turn away from self and all the things that distract us, and enter into the life God made us to live.