Our movement is to revive God consciousness. Just like a man is sleeping, and he has got some engagement, say in the morning, at six o'clock. But still he's sleeping. So somebody is trying to awake him, "Get up! Get up! You have got this engagement. You have . . ." Our movement is like that. The human society is sleeping. So we are just trying to awake them, "Get up. Get up. You have got this engagement." That is our business. It is not our manufactured business, but it is stated in the Vedic literature, uttiṣṭha jāgratā prāpta-varān nibodhata (Kaṭha Upaniṣad 1.3.14): "Now you be awakened." "Now" means "You have got this human form of life. You can now be awakened." In animal form of life there is no possibility.
Therefore, in the human form of life, one should be awakened to Kṛṣṇa consciousness, or God consciousness. And if he sleeps, then he loses his business. This is our mission, to awaken him. And when a man sleeps, how he can awaken him? Simply by vibration of sound. The sleeping man can be awakened simply by this process, allowing the sound to enter the ear. By no other process. He's sleeping. If you show him a stick, "If you don't get up, I shall strike you," that will not be effective. Because sleeping. If you say . . . so many things, there are other senses—there will be no action. But only through the ear, if you cry, "Please get up! Please get up! Now your time," that will act.