As Bhaktivinoda Ṭhākura describes in the bhajan “Dayāl-Nitāi-Caitanya”, “Without affection for the Holy Name of the Lord, one’s life is useless.” This is the actual goal of our chanting. So, we should at least know what is the goal of the chanting, and while chanting the Holy Name of the Lord, we should be thinking about making progress toward that goal.
MKV, Vol 8- Pg 16, Our Progress in Life is Gauged by Our Chanting- May 01, 2001-Moscow