Crossing Beyond Illusion's Currents
143
It is not that one should worship Kṛṣṇa once a week or once a month. Rather, one should worship Kṛṣṇa twenty-four hours a day ( nitya ). The Deity should have a new dress every day or twice or four times a day—as many times as possible. This is called  śṛṇāra . Kṛṣṇa is the most opulent enjoyer, and we should supply Him things by which He can enjoy. For instance, if someone gives me new clothing, I say, “Oh, this new clothing is very nice,” and this is my enjoyment. Similarly, we should try to satisfy Kṛṣṇa every day with gorgeous clothing. The dress for the Deity should be first class, the food offered to Him must be first class, and the place where He is situated in the temple must be first class or even more than first class. Furthermore, the temple should always be as clean as glass. Everyone remarks that the temples of the Kṛṣṇa consciousness movement are very clean, and they  must  be very clean. The more one cleanses the temple, the more one’s heart becomes cleansed. This is the process of devotional service. The more we dress Kṛṣṇa, the more satisfied we become. At the present moment we are accustomed to seeing and appreciating our own clothing. I think, “What costly clothing I have,” and in this way I become satisfied. But when we dress Kṛṣṇa we shall feel spiritual satisfaction.
yuktasya bhaktāṁś ca niyuñjato 'pi vande guroh śrī-caraṇāravindam
It is the duty of the spiritual master to engage his disciples always in worshiping the Deity in this way, and it is to such a  guru , or spiritual master, that we offer our obeisances.
By the word  śṛṇvanti  Kuntīdevī indicates that our first concern should be to hear about Kṛṣṇa. One must be eager to hear. Why do we pay a college fee and go to college? To hear. By sitting down and hearing from the learned professor, we get knowledge. Therefore a devotee always engages in hearing about Kṛṣṇa. For those who are cultivating Kṛṣṇa consciousness, the first business is hearing.
And if one has actually heard about Kṛṣṇa, one’s next engagement in  bhakti-yoga  will be to chant ( gāyanti ). The preachers of the Kṛṣṇa consciousness movement go from town to town, village to village. Why? What is their purpose? To preach, to chant, so that people may get the opportunity to hear this philosophy and take it seriously ( gṛṇanti ). The word  abhīkṣṇaśah  indicates that these engagements should go on continuously, twenty-four hours a day without stopping. Caitanya Mahāprabhu therefore recommends,  kīrtanīyah sadā hariḥ : one should engage