"First thing. I am not this body. Then he'll understand that what is his duty? Oh, as spirit soul, what is his duty? His duty is, that is stated in the Bhagavad-gītā in the last verse of the Ninth Chapter, that duty is man-manā bhava. You are thinking of something. Everyone of us, embodied, we think something. Without thinking, for a moment, you cannot stay. That is not possible. So this is the duty. You think of Kṛṣṇa. You think of Kṛṣṇa. You'll have to think something. So what is the harm if you think of Kṛṣṇa? Kṛṣṇa has got so many activities, so many literatures, and so many things. Kṛṣṇa comes here. We have got volumes and volumes of books. If you want to think of Kṛṣṇa, we can supply you so many literatures that you cannot finish with your whole life if you twenty-four hours read. So thinking of Kṛṣṇa, there is sufficient. Think of Kṛṣṇa. Man-manā bhava. Oh, I can think of you.
Just like a person who is serving some boss. Oh, he's always thinking of that boss. Oh, I have to attend there at nine o'clock and that boss will be displeased. He's thinking for some purpose. That sort of thinking will not do. Then therefore He says, bhava mad-bhaktaḥ. 'You just think of Me with love.' When the master, when the, I mean to, when the servant thinks of the master, there is no love. He's thinking for pound-shilling-pence. 'Because, if I do not attend my office, just at nine o'clock, oh, there will be late, and I shall lose two dollars.' Therefore he's thinking of, not of the master, he's thinking of that pound-shilling-pence. So that sort of thinking will not save you. Therefore He says, bhava mad-bhaktaḥ. 'You just become My devotee. Then your thinking of Me will be nice.' And what is that bhakti? Mad-bhaktaḥ. Devotional... Devotion means service. Mad-yājī. You render some service to the Lord. Just like we are engaged here always. Whenever you'll come you find us engaged some duty. You see. We have manufactured some duty. Just to think of Kṛṣṇa only.
Therefore our Society's name is Kṛṣṇa Consciousness, Society for Kṛṣṇa Consciousness. We have got so many literatures. Each and every boy is engaged. Somebody's printing, somebody's writing, somebody's typewriting, somebody's dispatching, somebody's attending letter, somebody's cooking. Twenty-four hours, we are thinking of Kṛṣṇa. How? Because we are engaged in the duties of Kṛṣṇa. So mad-yājī māṁ namaskuru. And what is that duty if you have no obedience? You have to obey. Therefore it is said namaskuru. You offer your respect. So bhakti minus respect, that is not bhakti. With love, with respect, with designated duties, if you be engaged in Kṛṣṇa consciousness, then your life will be successful. Not identifying falsely with this material body and engage yourself with all sorts of nonsense. That will never make you happy. The same thing, that...
Therefore what is the difference between materialism and spiritualism? The same typewriter is there. The same dictaphone is there. The same mimeograph machine is there. The same paper is there. Same, I mean, ink is there. The same hand is there. Everything is same, but everything is done for Kṛṣṇa's account. That's all, Kṛṣṇa's account. This is spiritualism. Don't think spiritualism something uncommon. You can turn the whole material world into spiritualism, if you simply become Kṛṣṇa conscious. This is spiritualism."
(Srila Prabhupada Lecture, New York, December 26, 1966)