What does John 12:24 mean?
As He often does when making a bold point, Jesus uses the "Truly, truly" phrase. This comes from a repetition of the word amen, which invokes agreement. Used at the end of a statement—as many do with prayer—it implies agreeing with something already said or believed. Used at the beginning of a remark, as here, implies it's the first-hand original knowledge of the one speaking.Paul expands on this metaphor of planted seeds in 1 Corinthians 15:36–42. The seed which is planted seems to "die." It sacrifices everything and is lost, so far as it appears. In truth, the seed must be planted in order to become what it was always meant to be. Just as the seed must "lose its life" to fulfill its ultimate purpose, so too does each person need to "lose" their worldly life in order to gain eternity (John 12:25). That doesn't literally mean physical death or martyrdom, but rather the willingness to sacrifice everything in order to follow Christ (Mark 8:35–36).
Jesus will continue to refine this idea in the following verses. That explanation includes a typical ancient-middle-eastern contrast using terms like "love" and "hate."