"This life should not be misused. That should be the first point. It should be very properly utilized in Kṛṣṇa consciousness. Consciousness is there. Just absorb it in Kṛṣṇa. Consciousness must be absorbed in some thought. Make it Kṛṣṇa thought always. Make your program in such a way that you cannot go out of Kṛṣṇa thought. Just like businessmen, they're always thinking, 'What profit is there? What is the bank balance? And how the business is going? How the profit is going?' They're always thinking of that. Somebody is thinking something. Everyone. If one is after some woman, he's thinking of that woman always. If one is after some man, he's also thinking of that man. So thinking must be there, some subject matter of thinking. That we have to change to Kṛṣṇa thinking some way or other. Transferring the thinking or consciousness to Kṛṣṇa. You do it in whatever way you like, but there are some standard way. If you follow, that will be easier. People have some idea of God, they accept. But simply having some idea of God one cannot think. But here is a solid God, Kṛṣṇa, with two hands playing flute, and one can think of Him.
They're thinking of whom? Śyāmasundara. Śyāma, blackish, but very beautiful. Śyāmasundaram acintya-guṇa-svarūpam. With transcendental qualities. Govindam ādi-puruṣaṁ tam ahaṁ bhajāmi. 'I am worshiping that Govinda.' So we have to mold our life. This is Kṛṣṇa consciousness."
(Srila Prabhupada Lecture, Los Angeles, November 25, 1968)