Śukadeva Gosvāmī told Mahārāja Parīkṣit that every living entity is actually most attached to his own self. Outward paraphernalia such as home, family, friends, country, society, wealth, opulence and reputation are all only secondary in pleasing the living entity. They please only because they bring pleasure to the self. For this reason, one is self-centered and is attached to his body and self more than he is to relatives like wife, children and friends. If there is some immediate danger to one's own person, he first of all takes care of himself, then others. That is natural. That means he loves his own self more than anything else.
(Krsna Book).

Lord Kṛṣṇa here confirms that the conditioned soul can reach the highest perfectional stage by surrendering to Him. One must give up all other responsibilities. This complete surrender unto the Supreme Personality of Godhead is the most auspicious path for the conditioned soul because the Supreme Lord is the supreme objective of love. Everyone is loving his self according to the advancement of his knowledge. Ultimately, when a person comes to understand that his self is the spirit soul and that the spirit soul is nothing but a part and parcel of the Supreme Lord, he recognizes the Supreme Lord as the ultimate goal of love and then surrenders unto Him. This surrender is considered auspicious for the conditioned soul. Our life, property, home, wife, children, house, country, society and all paraphernalia which are very dear to us are expansions of the Supreme Personality of Godhead. He is the central object of love because He gives us all bliss, expanding Himself in so many ways according to our different situations, namely bodily, mental or spiritual.
(Krsna Book).

Fraternity in human society develops gradually—from love for self to love for family; from love for family to love for community; from love for community to love for nation; and from love for nation to love for the international community. And in this gradual process, there is always a center of attraction that helps our love progress and develop from one stage to another. We do not know, however, that in that constant struggle for fraternal development, the center of attraction is neither the family nor the community nor the nation, nor even the international community, but the all-pervading Godhead, Viṣṇu. This ignorance is due to the material curtain, the illusory energy of the Absolute Truth. The great devotee Prahlāda Mahārāja confirms that people in general do not know that their ultimate center of attraction is Viṣṇu, the Supreme Personality of Godhead. And in the Viṣṇu category, Śrī Kṛṣṇa is the supreme attraction.
(Message of Godhead).