On the second day of Lent we get a very simple instruction
"deny himself and take up his cross daily and follow me"
Self-denial may in the 21st century, be the most counter-cultural concept. It goes beyond charity. It goes beyond loving the neighbor as yourself. The Greek has the sense of utterly denying, or disowning something. The call of the gospel challenges us to constantly direct out attention outward, towards others, most of all toward God. And do it daily.