Without hearing, which is the watering process, we may go on chanting, and chanting but still, nothing happens. Why? We should ask ourselves: "When I am chanting, what am I hearing? Am I hearing my mind? Am I hearing so many other dictations coming from the anarthas in my heart, or am I actually hearing the Holy Name? If I am hearing the Holy Name of the Lord, then why am I not experiencing what Rupa Gosvami experiences when he is chanting? So much ecstasy is contained in those two syllables ‘Krish-na’. So, how do we mold that conception so that we have a proper understanding of what we are chanting? We must hear the glories of the Holy Name. Without hearing the glories of the Holy Name, we can easily lose that proper conception.
MKV, Vol 2- Pg 5, (Initiation Lecture—Kiev, Ukraine—15/11/01)