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.
To chant God’s holy name means to associate directly with Him.
One should learn how to associate with the devotees of the Lord by gathering with them to chant the glories of the Lord. This process is most purifying. As devotees thus develop their loving friendship, they feel mutual happiness and satisfaction and by thus encouraging one another they are able to give up material sense grantification, which is the cause of all suffering. — Srimad Bhagavatam, 11.03.30.
Pure devotees of Lord are associates of Lord. To associate means to surrender unto them and surrender means to follow their instructions.
We come to Vrindavan not to enjoy a vacation, but we come here to serve. We come here to surrender and to get purified by chanting and performing any type of seva in the association of devotees.