In everybody there is dormant Kṛṣṇa consciousness. So that is also stated in the Caitanya-caritāmṛta: nitya-siddha kṛṣṇa-bhakti sādhya kabhu naya. Kṛṣṇa bhakti is there. It is not artificially we acquire it. It is already there. But we are in the forgotten stage. Therefore, by repeated hearing, it is awakened.