There is the Biblical concept of losing oneself. The Lord Jesus said, "Whosoever will save his life shall lose it; but whosoever shall lose his life for my sake and the gospel's, the same shall save it."
In other words, the people who want to do their own thing, be their own god, seek their will; Jesus labels them as "saving their lives."
The people who want to serve the Lord Jesus and set aside their own desires that are in conflict with God's will are in essence, sacrificing their lives for God; thus, losing theirselves. These people are the ones who will save their lives because on Judgment Day, when God shall repay every man for the things done in his body, whether they be good or bad, that person shall receive eternal life (based upon the sacrifice of Christ, not the man's good works.)