We are starting with these three categories of love because they are universal and fundamental to all types of love and because goodwill has something in common with each of the three.
Love for Heaven means love for the Lord and also love for our neighbor. Love for heaven could be called love for usefulness, because both love for the Lord and love for our neighbor have usefulness as their goal.
Love for the World is not only love for wealth and possessions but also love for all the things that the world provides that please our physical senses: beauty pleases our eyes, harmony pleases our ears, fragrances please our nose, excellent food pleases our palate, soft touches please our skin. It also includes beautiful clothes spacious accommodations, and social groups to belong to–all the pleasures that we get from these and many other things.
Love for ourselves is not only a love for respect, glory, fame, and status but also a love for seeking and getting high positions and becoming a leader.
Goodwill has something in common with each of these categories of love, because goodwill is by definition a love for usefulness of all kinds. Goodwill wants to do what is good for our neighbor, and goodness is the same as usefulness. Each of the categories of love just mentioned have usefulness as their goal: love for heaven has the goal of being useful in spiritual ways, love for the world has the goal of being useful in earthly ways, which could also be called forms of civil service; and love for ourselves has the goal of being useful in physical ways, which could also be labeled benefits at home for ourselves and our loved ones.
from True Christianity, Section 395