Transform consciousness from self-gratification to Krishna's service; all else naturally follows.Listen — Srila Prabhupada Uvaca
Prabhupāda: All blessings to the assembled devotees. Thank you very much. So this is the process of ceto-darpaṇa-mārjanam [Cc Antya 20.12], to cleanse the material dust from the mirror of our mind. [Let there be all victory for the chanting of the holy name of Lord Kṛṣṇa, which can cleanse the mirror of the heart and stop the miseries of the blazing fire of material existence. That chanting is the waxing moon that spreads the white lotus of good fortune for all living entities. It is the life and soul of all education. The chanting of the holy name of Kṛṣṇa expands the blissful ocean of transcendental life. It gives a cooling effect to everyone and enables one to taste full nectar at every step.] The whole process is to dust out the dirty things which we have accumulated by our material association, and therefore to revive our spiritual consciousness, or Kṛṣṇa consciousness. From Bhagavad-gītā we are studying about the process of life by which we can revive our Kṛṣṇa consciousness.
There is no need of external help for reviving Kṛṣṇa consciousness. You have got Kṛṣṇa consciousness dormant in yourself. It is the quality of the self. So the..., we have simply to invoke by this process.
Kṛṣṇa-bhakti nitya-siddha sādhya kabhu naya [Cc Madhya 22.107]. [Pure love for Kṛṣṇa is eternally established in the hearts of the living entities. It is not something to be gained from another source. When the heart is purified by hearing and chanting, this love naturally awakens.] This Kṛṣṇa consciousness is an eternal fact.
It is nothing that by this organization we are imposing upon you something extra. No. It is within you. It is within every living entity.
Any living entity—never mind whether he is human being or animal... When Lord Caitanya was singing this Hare Kṛṣṇa, Hare Kṛṣṇa, Kṛṣṇa Kṛṣṇa, Hare Hare, He was passing through jungles, forests, and the tigers, the elephants, the stag and all, I mean to..., forest animals, they joined. They joined. It is such a thing.
Of course, it depends on the pure-hearted chanting. As we become... This is the process. As we become advanced in this chanting method, similarly, our heart becomes freed from all the dirty things of material contact.
So even the animals can be captivated by this chanting, what to speak of human being. So in our practical life Kṛṣṇa advises how to invoke this Kṛṣṇa consciousness. He says, yasya sarve samārambhāḥ kāma-saìkalpa-varjitāḥ jñānāgni-dagdha-karmāṇaṃ tam āhuḥ paṇòitaṃ budhāḥ [Bg 4.19] [One is understood to be in full knowledge whose every act is devoid of desire for sense gratification. He is said by sages to be a worker whose fruitive action is burned up by the fire of perfect knowledge.] [loud conversation going on in background] [aside:] Ask them to stop. Why do they come and talk nonsense? Yasya sarve samārambhāḥ.