Importance of Association
The root cause of devotional service to Lord Krishna is association with advanced devotees. Even when one's dormant love for Krishna awakens, association with devotees is still most essential.
Mahatma
One has to associate with a mahatma who has accepted Krishna as the supreme source of the entire creation. Without being a mahatma, one cannot understand Krishna's absolute position. A mahatma is rare and transcendental, and he is a pure devotee of Lord Krishna.
Awakening Pure Devotional Service
A pure devotee is the supreme transcendentalist and one has to receive his mercy for one's dormant Krishna Consciousness to be awakened. One has to associate with pure devotees. If one has firm faith in the words of a great soul, pure devotional service will awaken.
The Interest of Pure Devotees
Pure devotees are interested in achieving the transcendental service of the Lord, which is non different from Him.