We are all important to ourselves. Nobody else cares about anything else. Just watch around. If you are sitting in the room full of people, they are all busy minding their own business and trying to look important, while doing as little as everyone else around. They love themselves so much that even while they are listening to others, they still think about themselves and how good do they look. It's like if God came to a random person and started telling him the secrets of life, that person would just think: "Damn, God is speaking to me. I must look fabulous at the moment. I always knew that I am special."
And later, he would hear God saying, "So, my son, live this way, and you will be forever free and happy. Goodbye now."
And we all laugh at those people because they are everywhere around us. The only thing we don't want to understand is the fact that we also belong to the group. Oh yes, I bet you that you were thinking about yourself while reading this text rather than focusing on the words. I bet that you were thinking about the response to the text and making your own opinion on this matter before you finished reading. Good news - we are programmed this way, and there is no need to worry about that. Bad news - we are programmed this way so that we wouldn't see things further than ourselves.
Think about the last time you actually observed something without making any conclusions or judgments. When was the last time you observed something with an empty mind without any prejudice (no matter positive or negative)? I think I am yet to learn this skill. But maybe it's only I, who cannot stop loving myself. Or maybe we are not supposed to care about anything else? After all, even if we saved the world from bad guys, we would only do it because we want to survive. Or we want other to survive so that they could bring us joy. But it all leads back to us.