In the sun there is great heat and light, and by reflecting the greatness of the sun’s light, the moon in night also appears great. Actually the moon is by nature dark ans cold, but in association with sun it has become accepted as great. Hence by association of the Great, one appears great.
Pure devotees of Lord are associates of Lord. To associate means to surrender unto them and surrender means to follow their instructions.
Association is very important. It acts just like a crystal stone, which will reflect anything which is put before it.
Nectar of Devotion, Chapter 12,
For Financial gain you need finance experts, similarly, For Spiritual gain you need association of devotee.
To chant God’s holy name means to associate directly with Him.