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the chance to associate with the devotees of ISKCON because simply by reciprocating in the six ways mentioned above an ordinary man can fully revive his dormant Krṣṇa consciousness. In  Bhagavad-gītā  (2.62) it is stated,  saṅgāt sañjāyate kāmaḥ : one's desires and ambitions develop according to the company one keeps. It is often said that a man is known by his company, and if an ordinary man associates with devotees, he will certainly develop his dormant Krṣṇa consciousness. The understanding of Krṣṇa consciousness is innate in every living entity, and it is already developed to some extent when the living entity takes a human body. It is said in  Caitanya-caritāmṛta  (Madhya 22.107):
nitya-siddha kṛṣṇa-prema ‘sādhya’ kabhu naya śravaṇādi-śuddha-citte karaye udaya
“Pure love for Krṣṇa is eternally established in the hearts of living entities. It is not something to be gained from another source. When the heart is purified by hearing and chanting, the living entity naturally awakens.” Since Krṣṇa consciousness is inherent in every living entity, everyone should be given a chance to hear about Krṣṇa. Simply by hearing and chanting— śravaṇam kīrtanam —one’s heart is directly purified, and one’s original Krṣṇa consciousness is immediately awakened. Krṣṇa consciousness is not artificially imposed upon the heart, it is already there. When one chants the holy name of the Supreme Personality of Godhead, the heart is cleansed of all mundane contamination. In the first stanza of His  Śrī Śikṣāṣṭaka , Lord Śrī Caitanya Mahāprabhu says: