Those experiencing pure love of God have not had their ability to desire destroyed; desire is the soul’s eternal companion. But instead of desiring sense gratification, pure souls repose their desire on an appropriate object of affection. Srila Prabhupada often said that everyone is looking for Krishna. If we are looking for wealth, then we should seek out Krishna, because Krishna has the greatest wealth. If we are looking for beauty, we should seek out Krishna, because Krishna is the most beautiful. If we are looking for power, then we will find no one more powerful than Krishna. If we are looking to become famous, then who could be more famous than God? If we are looking for intelligence, then we should know that Krishna is the most intelligent. He created this entire cosmic manifestation with only a fraction of His power and without having to do anything Himself. Now everything acts according to His will.
(LFD, Vol2, The Process for Awakening Bhakti, Pg 24 and 25)