Prabhupada explains in the Upadeshamrita that cultivation refers to that of our natural desire to serve and to please the Lord. However, before one can love Krishna, first there must be obedience. When one becomes obedient to the Lord and to the devotees of the Lord, then he can cultivate by regularly hearing and rendering devotional service in a submissive spirit. This is the proper formula for success. There is no other way to awaken love within the heart.
LFD Vol 3,Proper Attitude, Pg 227, 2nd last paragraph