Prabhupada's lecture - Śrīmad-Bhāgavatam 1.5.25 - Vṛndāvana, August 6, 1974
So our business is to awaken that Supreme ātma-ruciḥ. That is Kṛṣṇa consciousness. Supreme ātma-ruciḥ, supreme ātmā. Kṛṣṇa says, mattaḥ parataraṁ nānyat [Bg. 7.7]. You can take in different platform different kinds of attraction, but when our attraction is in Kṛṣṇa, that is supreme. So... Just like for bodily comforts, there are so many scientists, physiologists, biologists. They are trying to understand the constitution of the body.
They are busy. And similarly, mental speculators, philosophers, they are also busy. Similarly, the ultimate ātma-ruciḥ if we want to know, then we should be busy with such persons who are engaged in that type of ātma-ruciḥ. That is called sādhu-saṅga [Cc. Madhya 22.83]. Saṅgāt sañjāyate kāmaḥ. As you associate, so your desires become, I mean to say, attached.