What are you associating your "my" with

The brain uses words and pictures that you use and draw in your head to do its job of serving you.

When you show the brain something is yours, hence important because you say "MY" kids, my spouse, my work, my stupidity, my foolishness etc and usually attach emotions to it. The brain thinks it important to you so it makes sure you get more of that and don't let go it fast.