During initiations, Srila Prabhupada would often speak about the ten offenses to overcome. The Lord’s holy name is an all-fulfilling desire tree. It can bestow anything a person who chants it wants. If one wants material success, opulence, liberation, or freedom from sinful reactions, the holy name can bestow it. However, none of these are the goal of chanting. Chanting the holy name has a specific goal, and devotees should always be conscious of it. The real fruit of our chanting is to develop love for Krishna.To develop this love, it is necessary to receive the holy name in proper disciplic succession.
(LFD, Vol2, Chanting Purely, Pg 108, 3rd paragraph)