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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 Krsna conscious-
ness. In Bhagavad-gita (2.62) it is stated, sangat sarijayate
kamah: 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 devo-
tees, he will certainly develop his dormant Krsna conscious-
ness. The understanding of Krsna consciousness is innate in
every living entity, and it is already developed to some ex-
tent when the living entity takes a human body. It is said in
Caitanya-caritamrta (Madhya 22.107):

nitya-siddha krsna-prema ‘sddhya’ kabhu naya

Sravanddi-suddha-citte karaye udaya
‘Pure love for Krsna 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 Krsna conscious-
ness is inherent in every living entity, everyone should be
given a chance to hear about Krsna. Simply by hearing and
chanting—sravanam kirtanam—one’s heart is directly
purified, and one’s original Krsna consciousness is im-
mediately awakened. Krsna 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 Sri Siksastaka, Lord Sri Caitanya Mahaprabhu
says:
