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Undoubtedly to some, the idea of giving so much love to self will seem very cold, hard and unmerciful. Still this matter may be seen in a different light, when we find that 'looking out for number one,' as directed by the infinite, is really looking out for number two and is indeed the only way to permanently benefit number two.

Prentice Mulford (2015). “Thoughts Are Things & The God In You - Connect With The Force Within Yourself: How to Find With Your Inner Power - From one of the New Thought pioneers, author of Your Forces and How to Use Them, Gift of Spirit & The Gift of Understanding”, p.173, e-artnow
Undoubtedly to some, the idea of giving so much love to self will seem very cold, hard and unmerciful. Still this matter may be seen in a different light, when we find that 'looking out for number one,' as directed by