Everything can be used in the service of Krsna. If one remains intoxicated and does not use one's material assets for the service of Krsna, they are not very valuable. But if one can use them for the service of Krsna, they become extremely valuable. To give an example, zero has no value, but as soon as the digit one is placed before the zero, the zero immediately becomes ten. If there are two zeros, they become one hundred, and three zeros become one thousand. Similarly, we are intoxicated by material assets that are actually no better than zero, but as soon as we add Krsna, these tens and hundreds and thousands and millions of zeros become extremely valuable. The Krsna consciousness movement therefore offers a great opportunity to the people of the West. They have an overabundance of the zeros of materialistic life, and if they simply add Krsna their life will become sublimely valuable.

Srila Prabhupada, TQK 9: Decreasing the Fever of Illusion