…the members of the Krsna consciousness Society. What is their endeavor? Their only endeavor is how this Krsna consciousness should be spread all over the world. Why they're endeavoring? Because Krsna wants it. Krsna wants it. God wants it. Why God wants it? Because we are all sons of God. We have gone to dog. Instead of going to God, we have gone to dog. Therefore God is very anxious to reclaim us. He comes therefore in person, Krsna. He sends His son, Lord Jesus Christ, or He sends His devotee. He leaves behind Him the books like Bhagavad-gita or Srimad-Bhagavatam, or many other such literatures. Why? To reclaim these obstinate, bewildered sons of God. They have forgotten God, and they are, instead of loving God, they are now loving dog. Therefore God is very anxious. It is natural. If a father is very rich man and he has got many sons, he wants to see the sons very happy. But if a son goes away from home and becomes crazy, does not come back home, the father is more anxious than the son. The son does not understand what is his precarious condition of life in this material world, but God understands how much in miserable condition he's living. Threefold miserable condition of this material existence. He's always disturbed, but still he does not wish to go back to Godhead. Therefore there is a constant endeavor on the part of God to reclaim these conditioned souls.

But the pain is more felt by God than the living creature in this conditioned life. So it is always . . . There is always endeavor on the part
of God to send His representative; He comes Himself, He gives book. So anyone who takes up this endeavor on behalf of God to reclaim these
conditioned souls back to Godhead, back to home, he is considered the most intimate devotee, dear devotee of the Lord. It is stated in the
Bhagavad-gita, na ca tasman manusyesu kascin me priya-krttamah. If you want to become very dear to Krsna, or God, then try to take up these missionary activities. What is that? Spread Krsna consciousness. Krsna will be very much pleased.

[From Srila Prabhupada's class on Srimad-Bhagavatam 7.9.10, Montreal, 12 July 1968])