If you simply think, as you drink water or drink anything, the taste only . . . here is the hint—"Now here is Kṛṣṇa." So you must be drinking so many times. If so many times, if you remember Kṛṣṇa, you gradually become Kṛṣṇa conscious. So simple thing it is. Kṛṣṇa is prescribing, raso 'ham apsu kaunteya prabhāsmi śaśi-sūryayoḥ (BG 7.8). Suppose if you do not drink. So nobody there is who does not drink. Everyone drinks. The another method, prabhāsmi śaśi-sūryayoḥ. As soon as, early in the morning, you find the sunshine, you remember, "Here is Kṛṣṇa. Here is Kṛṣṇa." Or at night, when there is no sun, there is moonlight, "Here is Kṛṣṇa." Then praṇavaḥ sarva-vedeṣu. If you are a student, serious student of Vedic mantras . . . oṁ tad viṣṇoḥ paramaṁ padaṁ sadā paśyanti sūra . . . (Ṛg Veda-saṁhitā 1.22.20) If you chant the Vedic mantras . . . oṁ bhūr bhuvaḥ svaḥ tat savitur vareṇyam (Gāyatrī-mantra). The oṁkāra, that is Kṛṣṇa. Many people are very much fond of chanting oṁkāra. That is also nice. That is Kṛṣṇa. But if we simply remember that, "This oṁkāra is Kṛṣṇa," then we become perfect. Because the process is how to become Kṛṣṇa conscious.
So you can become Kṛṣṇa conscious while drinking any liquid or water, while seeing the sunshine, while seeing the moonshine, while, if you are a scholar, brāhmaṇa, advanced, while chanting the praṇava, praṇavaḥ sarva-vedeṣu. Or even if you, sound, if you hear the sound—there are so many sounds going on—if you remember Kṛṣṇa. And also, pauruṣaṁ nṛṣu. Pauruṣam. You meet so many men in your dealings with this material world. There are many very big, big men: big, big industrialists, big, big scholars, big, big manufacturers, and big, big bankers. So this is pauruṣam, or who has attained perfection in the material world. So instead of envying him, if you simply think that, "He has attained because he has got little power from Kṛṣṇa . . ." Yad yad vibhūtimat sattvaṁ mama tejo 'ṁśa-sambhavam (BG 10.41). Anything wonderful that is done, that is done by any person, pauruṣam, that is also Kṛṣṇa's energy.
So it is not at all difficult to become Kṛṣṇa conscious. There is no expenditure; there is no loss. Simply by your daily dealings you can become Kṛṣṇa conscious. This is the program here. Raso 'ham apsu kaunteya prabhāsmi śaśi-sūryayoḥ, praṇavaḥ . . . (BG 7.8). If you cannot chant . . . we are advising everyone, "Chant Hare Kṛṣṇa mantra." Kīrtanīyaḥ sadā hariḥ (CC Adi 17.31). Kīrtan . . . this Hare Kṛṣṇa mantra should be chanted twenty-four hours. Kīrtanīyaḥ sadā hariḥ. But it becomes difficult or hackneyed, then you can remember Kṛṣṇa otherwise: while drinking water, while seeing the sunshine, while seeing the moonshine, while chanting Vedic mantras, or even hearing some sound in the khe. Sound is produced by the ether. So many sounds we are hearing. If you simply remember this śloka of Bhāgavata, that śabda, any sound . . . Hare Kṛṣṇa sound is transcendental. That's all right. But if you don't like Hare Kṛṣṇa sound, you take any sound, any sound is also . . . that is coming from the original sound; simply it is covered by māyā. What is the difference between spiritual and material? Everything is spiritual. Sarvaṁ khalv idaṁ brahma (Chāndogya Upaniṣad 3.14.1). But when it is covered by māyā, it is material. That's all. And what is māyā? Forgetfulness of Kṛṣṇa. The same water, the same water, it is spiritual, because it is Kṛṣṇa's energy. Kṛṣṇa has already said, bhūmir āpaḥ. Āpaḥ. Here also, apsu. So āpaḥ, jala, or water, is Kṛṣṇa's energy. How it can be different from Kṛṣṇa? So we have to deal with water in so many ways. How we can forget Kṛṣṇa?
The Kṛṣṇa consciousness movement is the spreading the knowledge of Bhagavad-gītā as it is. So how one can become Kṛṣṇa conscious very easily without any loss, but gain is very much—why don't you take this advantage of Kṛṣṇa consciousness movement? What is the reason that you'll not take? Satataṁ kīrtayanto māṁ yatantaś ca dṛḍha-vratāḥ (BG 9.14). If you become Kṛṣṇa conscious in this way, the profit is very, very great. Because the more you become Kṛṣṇa conscious, the more Kṛṣṇa becomes revealed to you. Sevonmukhe hi jihvādau svayam eva sphuraty adaḥ. Realization, revelation, that . . . with the blunt senses you cannot understand Kṛṣṇa, you cannot realize Kṛṣṇa. But if you purify . . . ataḥ śrī-kṛṣṇa-nāmādi na bhaved grāhyam indriyaiḥ (CC Madhya 17.136). Our present senses are blunt senses because it is covered by forgetfulness of Kṛṣṇa, or māyā. Therefore it has to be purified. Or the nature of forgetfulness has to be removed. That's all. This is the process. Raso 'ham apsu kaunteya (BG 7.8). If you follow this process, that "Here is drinking water, the taste is Kṛṣṇa," that means some percentage of your forgetfulness of Kṛṣṇa is removed. Similarly, when you see the sunshine, the moonshine, or you chant oṁkāra . . . there are other, so many ways prescribed in the later verses. So try to understand Kṛṣṇa in this way. It doesn't require any advancement of education or Vedic knowledge. A simple thing.
So there is no difficulty. And as soon as it is purified . . . sevonmukhe hi jihvādau (Brs. 1.2.234). The purification . . . that is bhakti. Bhakti-mārga, devotional service, means purifying the senses. That's all. The, at the present moment, our senses are covered by māyā, and this māyā can be moved away simply by remembering in every step Kṛṣṇa. Sevonmukhe hi jihvādau. That, that sevonmukha, that is the devotional service. Jihvādau. You simply engage your jihvā. Jihvā means tongue. The tasting is also tongue. Without tongue, you cannot taste. Therefore it is said, sevonmukhe hi jihvādau: "The beginning, beginning of purification, is to use your tongue in this devotional service." So our prescription is therefore that you use your tongue for chanting Hare Kṛṣṇa mahā-mantra and employ your tongue for tasting Kṛṣṇa's prasādam. It is not at all difficult. There is no need of studying, I mean, higher knowledge in the Vedic principle. That will auto . . . automatically will be revealed.