Allah Ta‘ala’s love for His servants is more than the love the servants have for themselves. Hence, it is on account of this love that Allah Ta‘ala has placed procedures and systems for man to follow in the world. A person conducts business following some procedure and system. He understands that if he follows the procedure then he will achieve his goal. He will do the presentation, marketing and pricing well and then he will see the customers coming in.
Likewise when working for the Aakhirat, one needs to work for it, but using the correct procedure – wasa‘aa lahaa sa’yahaa. Allah Ta‘ala wants us to make an effort but we should do it correctly.