So association is so... Therefore we have named this Kṛṣṇa Consciousness Society. Not Kṛṣṇa consciousness only. Kṛṣṇa Consciousness Society. A society's so beneficial we should understand. So, in this way, atha bhajana-kriyā anartha-nivṛttiḥ syāt. If we prosecute our devotional activities and keep our association with the devotees, then we can be free from sinful activities. And when you are completely free from sinful activities, then we get niṣṭhā. Yes, it is full faith. Niṣṭhā means full faith. Tato niṣṭhā. Tato ruciḥ. Ruci means taste. Why you are hearing about Kṛṣṇa daily, the same thing? We are speaking nothing new. "Kṛṣṇa is the Supreme Personality of Godhead, and you have to surrender." This is our daily business. But why you are coming to see..., hear the same hackneyed words? Because it is very pleasing. This is called ruci, taste, "Yes, I want to hear this repeatedly. Yes. Kṛṣṇa is the Supreme Lord, I am the eternal servant." You have got a taste. Unless one gets the taste, then you'll say, "What is this hackneyed word?" Hare Kṛṣṇa, Hare Kṛṣṇa, twenty-four hours you can chant because you have got the taste. Others cannot do. This is called ruci. And ruci means āsakti, attraction: "I must go. I must chant. I must do." Tato niṣṭhā, tato ruciḥ, atha āsaktiḥ. Tato bhāvaḥ. Then bhāva: "Ah, Kṛṣṇa. I will associate with Kṛṣṇa. Then Kṛṣṇa's love, that is perfection."
So those who are not attained to this stage, first stage is how to become free from sinful ac..., anartha. Anartha you don't require, but you are habituated. And māyā is so strong, you don't require to smoke, but the māyā is advertising, "Here is one cool cigarette, or this hot cigarette, or this..." This is called māyā. You don't require it. It has no existence. There is no pleasure, but still you are attached to it. That is called māyā, illusion. That is called illusion. So we have got so friend, so nice friends all over the world, that we... You do not require... They are simply illurimous(?), "Here is whisky, here is this wine, here is that wine, here is this woman, here is this illicit sex, here is this cigarette, here is meat-eating, here is..." This is going on.