This article contains plot points from the movie, so don’t read it if you haven’t seen it and don’t want it spoiled.
We see Peter Parker start to fall in love with the celebrity of Spiderman. He loves watching the videos of himself in Times Square. He forgets about everyone but himself during the parade celebrating him. Then the black suit takes him over the edge and he completely loses his status as hero. It is only when he realizes his mission in life is not himself, but others, that he reclaims the red suit and becomes the hero the city needs.
Mary Jane Watson begins very focused on herself. She asks Peter if she was good at her premiere, interrupting to ask again. When she doesn’t feel Peter can focus on her, she runs to Harry. Only when she realizes the need to focus on others, does she really become happy again.
Harry Osborn is consumed by a focus on his vow to avenge his father’s death. When he loses his memory of this vow, he is able to focus on his enjoyment of his friends. He is a different man, laughing, focusing on art and enjoying life. When that memory comes back he returns to his self-focused life and his behaviour becomes non-heroic – villainous. In the end he is able to dismiss his destructive self-focus and act to hep his friends. In a very Han Solo act, he returns and ends up dying a hero.
Eddie Brock focuses on himself throughout. He wants the job. He wants the girl. He never overcomes this and is consumed by it and the suit.
Flint Marko is an interesting case because he does not focus on himself, rather his daughter. However, this focus ignores everyone else at her expense. So his intentions seem heroic, but his actions tend to be anything but. He seems to continually find himself in bad situations. Perhaps if he was to think about others he and his daughter would benefit.