This world, however faithfully you give service, it will be never recognized—because it is hallucination, illusion. You are serving your senses. You are not serving any person. You are serving your senses. So when one comes to this position, he understands that "I am actually servant, but I am posing myself falsely as master." That is real sense. Then whose servant I am? I am Kṛṣṇa's servant. Therefore Kṛṣṇa comes and demands: sarva-dharmān parityajya mām ekaṁ śaraṇaṁ vraja (BG 18.66). We have forgotten that. We have forgotten Kṛṣṇa and Kṛṣṇa's service. That is māyā.
Therefore Kṛṣṇa comes again and again as Himself, as a devotee, or he sends His servitors, His Vaiṣṇava, to preach this cult, Kṛṣṇa consciousness, that "Educate people to serve Kṛṣṇa, to serve Me." Kṛṣṇa says, sarva-dharmān parityajya mām ekaṁ śaraṇaṁ vraja. We are also preaching this cult, that "You serve Kṛṣṇa." Kṛṣṇa says, man-manā bhava mad-bhakto mad-yājī māṁ namaskuru (BG 18.65). We are preaching this cult. So we are not manufacture anything. This Kṛṣṇa consciousness movement is nothing concocted. It is fact. Everyone is servant, but at the present moment he's serving māyā. So instead of serving māyā, let him serve Kṛṣṇa, the original Personality of Godhead. This is the Kṛṣṇa consciousness movement.