"Kṛṣṇa is very much anxious to take you back home, back to Godhead. But we are stubborn. We do not wish. So He's always finding out the opportunity how you can be taken back home, back to Godhead. Just like affectionate father. Rascal son left his father, loitering in the street and have no shelter, no food, suffering so much. The father is more anxious to take the boy home. Similarly, Kṛṣṇa is the supreme father. All these living entities within this material world, they're exactly like the misled child of a big, rich man, loitering in the street. So the greatest benefit to the human society is to give him Kṛṣṇa consciousness. Greatest... You cannot give any benefit; any kind of material profit will not satisfy the living entity. If he's given this Kṛṣṇa consciousness...
Just like the same process. A bewildered boy is loitering in the street. If he's reminded, 'My dear boy, why you are suffering so much? You are the son of such and such very rich man. Your father has got so much property. Why you are loitering in the street?' And if he comes to his consciousness: 'Yes, I am the son of such and such big man. Why shall I loiter in the street?' He goes back home. Yad gatvā na nivartante... Therefore this is the best service, to inform him that 'You are part and parcel of Kṛṣṇa. You are son of Kṛṣṇa. Kṛṣṇa is opulent, six kinds of opulence. Why you are traveling, why you are rotting in this material world?' This is the greatest service, Kṛṣṇa consciousness."
(Srila Prabhupada Lecture, New York, April 13, 1973)
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