The art of focusing one's attention on the Supreme and giving one's love to Him is called Kṛṣṇa consciousness. We have inaugurated the Kṛṣṇa consciousness movement so that everyone can satisfy his propensity for loving others simply by directing his love toward Kṛṣṇa. The whole world is very eager to satisfy the dormant propensity of love for others, but the various invented methods like socialism, communism, altruism, humanitarianism and nationalism, along with whatever else may be manufactured for the peace and prosperity of the world, are all useless and frustrating because of our gross ignorance of the art of loving Kṛṣṇa. Generally people think that by advancing the cause of moral principles and religious rites they will be happy. Others may think that happiness can be achieved by economic development, and yet others think that simply by sense gratification they will be happy. But the real fact is that people can be happy only by loving Kṛṣṇa.
Kṛṣṇa can perfectly reciprocate one's loving propensities in different relationships called mellows, or rasas. Basically there are twelve loving relationships. One can love Kṛṣṇa as the supreme unknown, as the supreme master, the supreme friend, the supreme child, the supreme lover. These are the five basic love rasas. One can also love Kṛṣṇa indirectly in seven different relationships, which are apparently different from the five primary relationships. All in all, however, if one simply reposes his dormant loving propensity in Kṛṣṇa, then his life becomes successful. This is not a fiction but is a fact that can be realized by practical application. One can directly perceive the effects that love for Kṛṣṇa has on his life.