(Srila Prabhupada at Radha London-Isvara's installation ceremony, 1969)

santaḥ sadaiva hṛdayeṣu vilokayanti
yaṁ śyāmasundaram acintya-guṇa-svarūpaṁ
govindam ādi-puruṣaṁ tam ahaṁ bhajāmi

"I worship Govinda, the primeval Lord, who is Śyāmasundara, Kṛṣṇa Himself with inconceivable innumerable attributes, whom the pure devotees see in their heart of hearts with the eye of devotion tinged with the salve of love."

(Brahma-saṁhitā 5.38)

"So seeing God is not difficult, but we have to prepare our eyes. And how that eye is prepared, that is stated in the Vedic literature, that if you kindly smear your eyeball with the ointment of love... There is an ointment. Of course, it is not available in the drug shop. (laughter) You have to prepare that ointment. You have to prepare that eye ointment… love, love ointment. And if you smear with that love ointment your eyes, then you can see Kṛṣṇa always. Premāñjana-cchurita-bhakti-vilocanena santaḥ sadaiva (Bs 5.38). Sadaiva means always. Always. Not a single moment you are without Kṛṣṇa."

(Srila Prabhupada Lecture, New York, July 27, 1966)

"Now, one may question, 'Whether you have seen Kṛṣṇa?' So how Kṛṣṇa can be seen? Yes. A spiritual master must have seen Kṛṣṇa. Without seeing, he cannot be spiritual master. But how Kṛṣṇa can be seen? Kṛṣṇa can be seen by love. Premāñjana-cchurita-bhakti-vilocanena (Bs 5.38). Premāñjana-cchurita-bhakti-vilocanena santaḥ sadaiva hṛdayeṣu vilokayanti. Just like if you are in love with somebody, you can see him constantly—he is always on your eyes, anyone you love—so similarly, Kṛṣṇa also can be seen by development of love. Otherwise how we can see Kṛṣṇa? He is so great, unlimited. Your eyes, your senses, are all limited. You cannot see the unlimited by your limited sense perception. But you can see... Not you can see, but svayam eva sphuraty adaḥ. When you are developed in the sense of love of Godhead, then He reveals unto you. Therefore you can see."

(Srila Prabhupada Lecture, Los Angeles, January 12, 1969)

"Kṛṣṇa can be manifested from anywhere, everywhere, from anything, provided you know how to do it. So that is Kṛṣṇa consciousness movement. We are teaching people how to see Kṛṣṇa everywhere.

santaḥ sadaiva hṛdayeṣu vilokayanti
yaṁ śyāmasundaram acintya-guṇa-svarūpaṁ
govindam ādi-puruṣaṁ tam ahaṁ bhajāmi

That technique is love of Godhead. If you learn, it doesn't matter what religion you profess. It is no concern. We do not say that 'You become Hindu,' 'You become Muslim,' or 'Christian.' No. We say that 'You become lover of God.' You learn how to love God. Your loving propensity is there, but it is being misplaced. It is placed on dog instead of God; therefore you are unhappy. When your loving propensity will be placed in the proper place, you will be happy. This is Kṛṣṇa consciousness, love of Godhead."

(Srila Prabhupada Lecture, London, August 11, 1971)

"Love means if I love you, I don't want any return. Still, I love you. You may ill treat me. You may badly treat me. You neglect me. Still, I love you. There is no question of return from you. That is real love. That you cannot find in this material world. Because it is based on sense gratification, therefore there is love between a boy and girl, and as soon as there is little discrepancy, there is divorce. They are separated. Because the whole principle was on the basis of lust. So there is no love. Or we do not know what is meant by love. Love does not mean just a boy is attracted by a girl or a girl is attracted by a... That is not love. That is sense attraction. So in the material world there is no love. It is impossible. There is little, little example, just like I cited the example of mother and son or similar. That is also temporary. But real love is in the spiritual... That is Rādhā-Kṛṣṇa. That is real love. There is no separation. There is no cheating. There is no divorce. There is no sex attraction. Simply for love's sake, loving, that is real love."

(Srila Prabhupada Lecture, Montreal, October 23, 1968)

"Everyone, we are attached to the love of this material world, but we are all disappointed. From everyone's experience, you will find. Everyone is disappointed. Both sides, the lover and the beloved, both sides. You have got very good experience in this country. They marry, again they are divorced, because disappointed. So this is going on. Therefore our love has to be reposed to Kṛṣṇa. That is the recommendation of Caitanya Mahāprabhu. Caitanya Mahāprabhu said, premā pumartho mahān. Pumartho. We want some achievement in this life. Caitanya Mahāprabhu said, 'Achieve love of Godhead. That is the best...' Premā pumartho mahān. So this Kṛṣṇa consciousness movement is for that purpose, how we can develop our love for Kṛṣṇa. The love is already there, but it is misplaced. Misplaced. Somebody is loving somebody, somebody is loving somebody, but it is misplaced. Real love, if it is executed for the service of the Lord, then our life is successful."

(Srila Prabhupada Lecture, Washington D.C., July 6, 1976)

"If we become pure devotee of Kṛṣṇa, then my love will be extended to everyone. Not only my society, but to everyone. It is not that 'This is my children; that is other's children.' All children. All human being. Not my countrymen—all other countrymen. Not only human being, but even animals also. That is sneha. It is not that 'I am safe, and let the animals be killed in the slaughterhouse.' No, that is not love. Love means for everyone. Samaḥ sarveṣu bhūteṣu. Equality to all living entities. That is real love. That is real concern, Kṛṣṇa consciousness."

(Srila Prabhupada Lecture, New Vrindaban, June 25, 1976)

"We are giving Kṛṣṇa consciousness. That is loving, real loving. We are giving him eternal life, eternal bliss. Unless we love them, why we are taking so much trouble? The preacher must love the people. Otherwise why he is taking? He can do it for himself at home. Why he is taking so much trouble? Why in eighty years old I have come here if I do not love? So who can love better than a preacher?"

(Srila Prabhupada Morning Walk, Perth, May 17, 1975)

"A little love for God can save you from the greatest danger of life. That is real love. And if you love Kṛṣṇa, then you can love with everyone. Just like we are spreading this Kṛṣṇa consciousness movement. It is out of love for Kṛṣṇa. Otherwise we would have sat down at home and loved Kṛṣṇa. Why you are trying to spread this love exchange to others? Because I know or we know that here in this material world, the so-called love exchange is frustrating, and people are being frustrated. So let him love Kṛṣṇa, then we'll be successful. This is our mission. Everyone has got loving propensity. So this child has now love for his mother, or the mother has got... But as soon as the child will grow, the love will finish; he will love somebody else. When he becomes young man, his love is transferred to somebody else. So here the so-called love is not permanent, but when you love Kṛṣṇa it is permanent exchange of loving humor or mellow. So that is required. Sai. It is called sai-bhava. Sai means permanent; it will never vanquish. You'll relish loving mellows eternally."

(Srila Prabhupada Lecture, New York, July 13, 1976)

"The idea is that our loving propensity expands as vibration of air and light expands, but we do not know where it ends. The Krishna Consciousness movement teaches us this science how one can love everyone of the living entities perfectly by an easy method. We have failed to bring in peace and harmony in the human society even by such big attempts like the organization of United Nations because we do not know the method. The method is very simple, but one has to understand it in cool head. The method is simple and natural, and this movement teaches you how to do it. We teach all men to love Krishna, the Supreme Personality of Godhead. If you learn how to love Krishna, which is very easy, then immediately you love every living being simultaneously."

(Srila Prabhupada Letter, March 10, 1970)

"So this is the technique of Kṛṣṇa consciousness, that if you learn how to love Kṛṣṇa, then you will love everything. Otherwise, your love will be localized and you will be frustrated. It is most scientific. And our process is very simple: chant Hare Kṛṣṇa. That's all. Kṛṣṇa and Kṛṣṇa's name—nondifferent. So chanting Hare Kṛṣṇa means you are associating with Kṛṣṇa. That means you are directly in touch with the root of everything. So by advancing in love for Kṛṣṇa, you can love your society, your country, your community, your family, your husband, your wife, your children, your friend—everything, complete, pūrṇam. Pūrṇam adaḥ pūrṇam idaṁ pūrṇāt pūrṇam udacyate, pūrṇasya pūrṇam ādāya (Īśo Invocation). And that love will never be ended. Pūrṇa. Love of Kṛṣṇa is so complete that you go on distributing this love; it will never be expended. It will remain the same stock."

(Srila Prabhupada Lecture, London, August 11, 1971)
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