Bhagavad Gita Chapter 8
KRISHNA CONSCIOUSNESS
Kṛṣṇa says the people who reach Him are those who remain continuously on the path of yoga, continuously fixed upon the Divine without deviation. Kṛṣṇa asks us to be in that state all the time. He asks us to be in Kṛṣṇa consciousness all the time.
The problem is when an Enlightened Master says, 'Think of Me all the time, ' we question, 'What kind of an egoistic person is He? Why should we think of Him?' Actually, our ego plays the game.
We think Kṛṣṇa is exploiting us when He advises us to be in Kṛṣṇa consciousness.