One must become a servant of the Holy Name
“In the spiritual world the Absolute is always Absoute; the name, form, quality and pastimes of the Absolute are all as good as the Absolute Himself. As such, one is understood to be an eternal servant of the Supreme Personality of Godhead. If he considers himself an eternal servant of the holy name and in this spirit distributes the holy name to the world. One who chants in this spirit, without offenses, is certainly elevated to the platform of understanding that the holy name and the Personality of Godhead are identical. To associate with the holy name and chant the holy name is to associate with the Personality of Godhead directly. In Bhakti-rasamrta-sindhu it is clearly said: The holy name becomes manifest when one engages in the service of the holy name. This service in a submissive attitude begins with ones tongue. Sevonmukhe hi jihvadau: one must engage his tongue in the service of the holy name. Our Krishna consciousness movement is based on this principle. We try to engage all the members of the Krishna consciousness movement in the service of the holy name.” (Sri Caitanya-caritamrta, Adi-lila 8.16)
It may sound as if one is a butler or a slave of the holy name. But it is not like that, not a material designation. One serves heart and soul starting with his tongue and engaging his whole self as a servant of the holy name. When chanting japa one should think “I am serving the holy name.” And Prabhupada says the meaning of the prayer is “Oh Hare, Oh Krishna, please engage me in Your service.” The mechanics of chanting the maha-mantra are mechanics of service. Prabhupada states it clearly in this purport—one is understood to be an eternal servant of the Supreme Personality of Godhead if he considers himself an eternal servant of the holy name and in this spirit distributes the holy name to the world.” The act of chanting is service and the act of distributing the name is further service as a preacher of the holy name. Unless one serves the holy name in thoughtful chanting he cannot distribute it.
We speak of ”spiritual master” but he’s actually a spiritual servant. One is not a master of the holy name but a submissive servant. It sounds odd to say the service begins with the tongue but it is actually so: jihva dau, you move your tongue to utter harinama and do the beginning of your service. Krishna has arranged it this way because of its ease and simplicity. Just speak “Krishna,” and you will be on your way to royal service to the Supreme. Nothing more complicated is required. The sound vibration, made with service emotion, captures Krishna’s love. You serve Him strongly in this way.
– by H.H. Satsvarupa das Goswami