Kṛṣṇa conscious persons, if they want to serve Kṛṣṇa, if they want to render some service to Kṛṣṇa, their first business is to dispel this ignorance of the human. That is the best service. That is the best service. People have manufactured so many philanthropic association, charitable association and hospitals and so many things. But if somebody or if some association can enlighten people to the Kṛṣṇa consciousness, that is the best service to the human society. That is best service to the human society.
So a further advancement from neutrality that, "I love Kṛṣṇa, or God, because He's great," no, that love is not sufficient. We must render some service to the Kṛṣṇa. Just like Arjuna. Arjuna is rendering service to Kṛṣṇa as a soldier.
Kṛṣṇa wanted that the Battle of Kurukṣetra should be executed, and Arjuna did not like it because it was concerned to his family members, with his brothers, and to his . . . so he did not like it. But when, after hearing this Bhagavad-gītā, he became Kṛṣṇa conscious, he executed the will of Kṛṣṇa. Kṛṣṇa wanted that the fighting must continue, so he executed, in spite of his own conclusion that he would not fight.
So this is Kṛṣṇa consciousness, that one has to do. That is better con . . . simply to know, simply to make God as order-supplier, "I love God because He gives me my daily bread," that is also good, good sense. But better sense is that how you can serve Kṛṣṇa. If God is giving you bread daily, so you have no duty to return.
God will give you bread, either you want it or not want it. He is giving bread to the cats and dogs and ants and so many animals, so why not to you, human being? Oh, that He will give. Don't bother about that. Don't bother about that. Your bread will come, wherever you may be. Either you may remain in America or in Europe or in India, wherever, your bread is already there. Therefore, tasyaiva hetoḥ prayateta kovidaḥ (SB 1.5.18).