Krishna cannot be understood by our blunt material senses. Similarly, the Holy Name of the Lord cannot be understood by our blunt material senses. Therefore, both the process of chanting and hearing has to be done with spiritual senses. However, for those who do not possess purified senses, they must hear the Holy Name of the Lord from the spiritual master. This means that we must not only hear the Holy Name, but we must hear the glories of the Holy Name. By hearing the glories of the Holy Name, we can gain the proper conception of the Holy Name. If we do not hear these glories continuously, then what conception will be there while we are chanting? Even if we go on chanting the Holy Name for a very long time, still, our consciousness may not become purified. Because without the right conception, there will not be the right attitude.
MKV, Vol 2- Pg 5, (Initiation Lecture—Kiev, Ukraine—15/11/01)