The Ajāmila was also calling "Nārāyaṇa, Nārāyaṇa." And in the Bhagavad-gītā it is said, yaṁ yaṁ vāpi smaran loke tyajaty ante kalevaram (BG 8.6). This practice means at the time of death if one can remember Kṛṣṇa, Nārāyaṇa, then his whole life is successful. At the time of death. Because the mentality, status of the mind at the time of death, will carry him to the next life.
Just like the flavor is carried by the air, similarly, my mentality will carry me to a different type of body. If I have created my mentality like Vaiṣṇava, pure devotee, then I shall immediately transfer to Vaikuṇṭha. If I created my mind as an ordinary karmī, then I will have to stay within this material world to enjoy the type of mentality which I have created.
If I keep myself as a businessman, doing business . . . naturally it is done so. One gentleman in Calcutta, he was a very big businessman, and he was dealing in shares. So at the time of death he was crying, "Kamarhati, Kamarhati shares." Kamarhati shares at that time was very popular to the people. So at the time of his death the result will be that he might have taken his birth as a rat in the Kamarhati mill. It is possible. By the time of death, whatever you think, that will carry you to a type of body.