(You are loving. You are mad after a appropriate lover who can love you also. But that you cannot find out within this material world. That you will find out when you love Kṛṣṇa." That is our Kṛṣṇa consciousness) 



ye yathā māṁ prapadyante
tāṁs tathaiva bhajāmy aham
(BG 4.11)
If you think of Kṛṣṇa twenty-four hours, Kṛṣṇa will think of you twenty-six hours. (laughter) Kṛṣṇa is so kind. If you do some service for Kṛṣṇa, Kṛṣṇa will reward you hundred times. But people, they do not want. They think, "What we shall benefit by serving Kṛṣṇa? Let us serve my dog." You see?
This is the misunderstanding. And our attempt is to awaken the dormant love of Kṛṣṇa. Everyone has got love—the stock of love is there—but it is being misused. They do not know where to place that love so that . . . because they do not know, therefore they are frustrated. Therefore they are frustrated.
So our Kṛṣṇa consciousness movement is simply to educate people that, "You are loving. You are mad after a appropriate lover who can love you also. But that you cannot find out within this material world. That you will find out when you love Kṛṣṇa." That is our Kṛṣṇa consciousness."
(His Divine Grace A.C.Bhaktivedanta Swami Srila Prabhupada Lecture, April 8, 1973, New York)
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