Our process, the sankirtana movement, is to awaken that consciousness. That's all. Just like one man is sleeping. To awake him: "Get up! Get up!" So this is our process. It's not that artificially we are making somebody K.C. K.C. is there already

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"Our process, the sankirtana movement, is to awaken that consciousness. That's all. Just like one man is sleeping. To awake him"

Lectures

Bhagavad-gita As It Is Lectures

Everyone has got Kṛṣṇa consciousness within. Our process, the saṅkīrtana movement, is to awaken that consciousness. That's all. Just like one man is sleeping. To awake him: "Get up! Get up!" Uttiṣṭhata jāgrata prāpya varān nibodhata. So this is our process. It's not that artificially we are making somebody Kṛṣṇa conscious. Kṛṣṇa consciousness is there already. That is a birthright of every living entity.
Lecture on BG 2.20 -- Hyderabad, November 25, 1972:

Indian: But yesterday you also represented that there was some devotee, he renounced this whole world, went to forest, and he was chanting the name of Lord Kṛṣṇa, this and that. But he was, some step of (?) bhakti-yoga, and he was having the love of one deer. So at the time of death, he got idea of deer, and next birth, he become deer. So there was no desire intentionally, but anyhow he came in that...

Prabhupāda: No, there was desire. He was thinking of a deer. There was desire.

Indian: We think about so many things...

Prabhupāda: So that is the practice. You should simply come to the thinking of Kṛṣṇa. That is perfection. And if you become embarrassed with so many things, then there is risk of becoming a cat, dog, deer, or demigod, anything.

Indian: Mahārāja, why you...?

Prabhupāda: Yaṁ yaṁ vāpi smaran loke tyajaty ante kalevaram (BG 8.6). Your, at the time of death, whatever you desire, you get the next body. That is the nature's law. (break) ...had been in Russia, in Moscow, many young men there are, very much anxious to accept this Kṛṣṇa consciousness movement. And some of them were initiated by me. And they are going on. Just like these boys are going on. So this... So far my experience is concerned, everywhere I go, people are the same. It is by artificial, I mean to say, means, they have been designated as Communist and this and that. (break) ...people, they're all the same. As soon as we speak of Kṛṣṇa consciousness, they respond immediately. That is my experience. Actually that is a fact. In the Caitanya-caritāmṛta, it is said, nitya-siddha kṛṣṇa-prema sādhya kabhu naya, śravaṇādi-śuddha-citte karaye udaya (CC Madhya 22.107). The Kṛṣṇa consciousness is there in everyone's heart. It is dormant. But it is contaminated and covered by the material dirty things. So śravaṇādi, śuddha-citte. This means, as you are hearing... Just like these boys, these American and European boys, they came, first of all, to hear me. By hearing, hearing, now the Kṛṣṇa consciousness is awakened, and they have taken seriously to Kṛṣṇa devotion (break) ...or Africa or India. Everyone has got Kṛṣṇa consciousness within. Our process, the saṅkīrtana movement, is to awaken that consciousness. That's all. Just like one man is sleeping. To awake him: "Get up! Get up!" Uttiṣṭhata jāgrata prāpya varān nibodhata. So this is our process. It's not that artificially we are making somebody Kṛṣṇa conscious. Kṛṣṇa consciousness is there already. That is a birthright of every living entity. Kṛṣṇa says, mamaivāṁśo jīva-bhūtaḥ (BG 15.7). Just like father and the son. There cannot be any separation. But sometimes it happens that the son goes out of home, by some chance, or from childhood. He forgets who is his father. That is a different thing. But the relationship between father and son is never broken.

So we are all Kṛṣṇa's part and parcel, mamaivāṁśo jīva-bhūtaḥ (BG 15.7). So our relationship is eternal. Now we have forgotten. We are thinking that "I am not Kṛṣṇa's; I am America's." "I am India's" This is our illusion. So by proper method... The method is hearing. And to chant through his ear: "You are not American. You are Kṛṣṇa's. You are not American." "You are not Indian. You are Kṛṣṇa's." In this way, hearing, hearing, he may: "Oh, yes, I am Kṛṣṇa's." This is the way. We have to constantly inject: "You are not American. You are not Indian. You are not Russian. You are Kṛṣṇa's. You are Kṛṣṇa's." Then each mantra has got value; then he comes, "Oh, yes, I am Kṛṣṇa's." Brahma-bhūtaḥ prasa... "Why I was thinking I was Russian and American and this and that?" Brahma-bhūtaḥ prasannātmā na śocati na kāṅkṣati (BG 18.54). As soon as he comes to that state, he has no more lamentation. Here, as American or Indian or Russian, we have got two things: lamentation and hankering. Everyone is hankering, what he does not possess: "I must have this." And what he possesses, if it is lost, he's lamenting: "Oh, I have lost." So these two business are going on. So long you come, do not come to Kṛṣṇa consciousness, your, these two business will go on, lamenting and hankering. And as soon as you come to Kṛṣṇa consciousness, you become joyful. There is no reason of lamenting. There is no reason of hankering. Everything is complete. Kṛṣṇa is complete. So he becomes free. That is brahma-bhūtaḥ state. So this can be awakened by hearing. Therefore the Vedic mantra is called śruti. One has to receive this awakening through the ear. Śravaṇaṁ kīrtanaṁ viṣṇoḥ (SB 7.5.23). Always one has to hear and chant about Viṣṇu. Hare Kṛṣṇa, Hare Kṛṣṇa, Kṛṣṇa Kṛṣṇa, Hare Hare/ Hare Rāma, Hare Rāma, Rāma Rāma, Hare Hare. Then ceto-darpaṇa-mārjanam (CC Antya 20.12), everything will be cleansed, and he'll come to understand that "I am eternal servant of Kṛṣṇa."