In this answer to a viewer's question, Guy talks about how we suffer uselessly every time we attempt to be seen as someone special, which is the same as avoiding awareness of ourselves as we are.

We already have all the pain that we need to change, but none of it is conscious. Until it becomes conscious, it is impossible to change. We live in illusion, perpetuate the pain, and even add more to it whenever we avoid seeing our actual condition in the present moment.

Guy describes an important, pivotal point in an aspirant's work, when you consciously die to the part of you that is afraid of rocking the boat with family and friends and you instead choose to not go along with the actions of others that you know are not in anyone's best interests. This is what it means to die for what you love.