In the spiritual world the only enjoyer is the Supreme Personality of Godhead. All others are enjoyed. But here in this material world everyone is trying to become the Supreme, and others, to be enjoyed. Everyone is trying to become God, and the last snare of maya is that one is claiming that "I am God." When he tries to become big businessman, big zamindar, big minister, big president, or in the society, big rich man, big, big always. And when he fails to become all kinds of "bigs," he wants to become one with God. By mixing, by merging into God, he will be the biggest. That is the philosophy. So basic principle is how to become big. Otherwise... Because unless I become very big, I cannot enjoy.
Lecture on Bhagavad-gita, Bombay, 20 October, 1973