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"Everyone, we are attached to the love of this material world, but we are all disappointed. From everyone's experience, you will find. Everyone is disappointed. Both sides, the lover and the beloved, both sides. You have got very good experience in this country. They marry, again they are divorced, because disappointed. So this is going on. Therefore our love has to be reposed to Kṛṣṇa. That is the recommendation of Caitanya Mahāprabhu. Caitanya Mahāprabhu said, premā pumartho mahān. Pumartho. We want some achievement in this life. Caitanya Mahāprabhu said, 'Achieve love of Godhead. That is the best...' Premā pumartho mahān. So this Kṛṣṇa consciousness movement is for that purpose, how we can develop our love for Kṛṣṇa. The love is already there, but it is misplaced. Misplaced. Somebody is loving somebody, somebody is loving somebody, but it is misplaced. Real love, if it is executed for the service of the Lord, then our life is successful."

(Srila Prabhupada Lecture, Washington D.C., July 6, 1976)
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The Love Is Already There