In the previous verses the Holy Spirit speaks to those who have set their affections and focus on the thing of this earth.
So we do not focus on what is seen, but on what is unseen. For what is seen is temporary, but what is unseen is eternal. 2 Corinthians 4:18 HCSB
This world has everything to offer and yet we are not to grow affectionate to it.
Do not love the world or the things in the world. If anyone loves the world, the love of the Father is not in him. 1 John 2:15 ESV
The mention is to the rich man, yet anybody in any social class can fall prey of the world mindset therefore being classified as a rich man.
Do not be conformed to this world, but be transformed by the renewal of your mind, that by testing you may discern what is the will of God, what is good and acceptable and perfect. Romans 12:2 ESV
If we belong to another place, we should identify with who we are and where we are from:
But our citizenship is in heaven, and from it we await a Savior, the Lord Jesus Christ, who will transform our lowly body to be like his glorious body, by the power that enables him even to subject all things to himself. Philippians 3:20-21 ESV
Therefore, since our affections should be set (by faith) on who we are (by God’s declaration) and where we will be going (by God’s promise), our time and efforts should be invested accordingly. A farmer counts on the rain to come even though when he is ploughing the ground it is dry. He spends hours preparing the soil. He purchases seed and plants them only to cover them up with soil, never to be seen again. Then he waits and waits some more because he knows for certain that once the rains come, the seed will grow into a plant and yield the precious fruit. The patience of the farmer pays off.
As the rains came for the farmer, so the Lord will come for those who have placed their faith in Jesus. We should live expectantly for His return. The decisions we make, the time and resource investments and way we live should be reflective of this fact. Just like the farmer’s focus was on the precious fruit, our focus should be placed on the eternal since that is where the Lord is coming to take us.
Therefore, since we are surrounded by so great a cloud of witnesses, let us also lay aside every weight, and sin which clings so closely, and let us run with endurance the race that is set before us, looking to Jesus, the founder and perfecter of our faith, who for the joy that was set before him endured the cross, despising the shame, and is seated at the right hand of the throne of God. Hebrews 12:1-2 ESV