At the present moment, being illusioned by different material designations, we are thinking in different way: "I am American," "I am Indian," "I am brāhmaṇa," "I am śūdra," "I am this," "I am that." These are all designations. And Kṛṣṇa consciousness means "I am Kṛṣṇa's." Ahaṁ brahmāsmi. So 'ham. "I am as good as Kṛṣṇa," or "I am Kṛṣṇa's. I am eternal servant of Kṛṣṇa." This consciousness is required to invoke. That is the prime objective of human life. Now we are in different consciousness. So bhakti means sarvopādhi-vinirmuktaṁ tat-paratvena nirmalam (CC Madhya 19.170). One has to become freed from all these designations: "I am this," "I am that," this bodily concept of life. Yasyātma-buddhiḥ kuṇape tri-dhātuke (SB 10.84.13). I am identifying myself with this body. This is condemned in the śāstra. Sa eva go-kharaḥ. One who identifies himself with this body, he's no better than the cows and the asses. Sa eva go-kharaḥ.