We have to give up this body. But if at the time of death if we can think of Krsna… It is very difficult, but if we practice it… Sada tad-bhava-bhavitah. Sada means always. If we practice this simple method: Hare Krsna, Hare Krsna, Krsna Krsna, Hare Hare/ Hare Rama, Hare Rama…, then it is possible. So where is the difficulty? Where is the loss? If we ask you to do something, if you think there will be loss, you may reject it. But if there is no loss and the gain is that you get Krsna, then why don't you do it? Such is our bigotry: "No, we shall not chant. We shall not do this." This is our misfortune.
From Srila Prabhupada's lecture on Srimad-Bhagavatam 3.26.46 — January 21, 1975, Bombay