Prabhupāda: So in this material world we have to work very hard under these three kinds of miserable conditions of life, and we are actually doing that. Still, we are thinking that we are happy. And after all, after doing this, we have to change this body. That means death. We cannot avoid it. But still, we are thinking that we are happy, and we have no sense to try to understand actually what is the standard of happiness, where that happiness can be had, if it is possible. These things are understood and answered by this Kṛṣṇa consciousness movement. That is the importance of the Kṛṣṇa consciousness. All-round. It is not one-sided, that we are thinking of Kṛṣṇa. Thinking of Kṛṣṇa means thinking of everything, because Kṛṣṇa is everything. Without Kṛṣṇa, there is no other thing. Ahaṁ kṛtsnasya, what is that...? There is that verse? In the Seventh Chapter? Prabhavaḥ pralayas tathā.
Pradyumna: Ahaṁ kṛtsnasya jagataḥ...
Prabhupāda: Ah, prabhavaḥ pralayas tathā. In this world there two things, prabhava and pralaya. Prabhava means generation, generating, and pralaya means annihilation. Two things. Everything, whatever you take, it is generated at a certain point and it will end at a certain point. So Kṛṣṇa says, ahaṁ kṛtsnasya jagataḥ prabhavaḥ pralayas tathā. That is the ultimate cause. Janmādy asya yataḥ (SB 1.1.1). We don't take simply generation. Generation, maintenance and annihilation, three things. Just this body is born at a certain date, it remains for a certain period, and then it is annihilated. So everything material means it has a beginning, it is born or it is manufactured at a certain point, it keeps for some time, then it will be destroyed. Therefore the Vedānta-sūtra says, janmādy asya yataḥ. Janma-sthiti-pralaya (SB 1.1.1).
So to understand Kṛṣṇa means to understand everything, how it is generated, how it is maintained, and how it is annihilated. That is full Kṛṣṇa consciousness.