If you see always Kṛṣṇa, that is Kṛṣṇa consciousness. Kṛṣṇa consciousness means always thinking of Kṛṣṇa. Your consciousness should be absorbed in Kṛṣṇa thought.
Therefore we give different varieties of engagement, Kṛṣṇa consciousness. We should not divert our energy. Now when we are selling book, that is Kṛṣṇa consciousness. We are selling book. But if we think that the selling book may be diverted into selling jewelry, that is not very good idea. That is not very good idea. Then we become again jeweler. Punar mūṣika bhava. Again become mouse. We should be very much careful. Our Kṛṣṇa consciousness cannot be diverted. Then you are gone to hell. Even there is danger, even there is suffering in Kṛṣṇa consciousness, we should tolerate. That is the instruction of... We should welcome such danger. And pray to Kṛṣṇa. What is that prayer? Tat te 'nukampāṁ su-samīkṣamāṇaḥ (SB 10.14.8). "My dear Lord, it is Your great mercy that I am put into this dangerous position." That is the viewpoint of devotee. He doesn't take danger as danger. He takes: "It is Kṛṣṇa's mercy." What kind of mercy? Now bhuñjāna evātma-kṛtaṁ vipākam. "Due to my past activities, I was to suffer so much. But You are mitigating that suffering, giving me little suffering."