I was on the tread mill when this question came up and the answer came to me instantly: by unloving ourselves. As long as we love ourselves more than we love God, we do not really love him much. If we can love only him, 100%, then we become free. I have just revealed this simple truth to you. To me, compared to Einstein's E = mc² equation, it's simpler, but in a way even more profound and astounding.