“Unless we understand the value of Prema Bhakti, love of god, it may seem that Krishna Consciousness is difficult, but if we can just appreciate the value of ecstatic love for Krishna then whatever we have to go through in this life, it’s actually very simple. It’s a very small price, it’s not so difficult.”
Therefore it’s so essential that we associate with devotees who will help us to cultivate within our hearts the value of Prema.
Rupa Gosvami explains that pure devotional service is the rarest thing. Srila Prabhupada explains that although it is the rarest thing if one is simply sincere, serious and does not have any ulterior motives, in one’s practice of Krishna Consciousness, Krishna easily gives it.
During his initial days in New York, Srila Prabhupada moved into a little store front with a sign board hanging on the front which read – “Matchless Gift”. Srila Prabhupada didn’t change the signboard. Actually he had come to give the matchless gift of love of God.