CC Madhya 20.143
kṛṣṇa, kṛṣṇa-bhakti, prema, — tina mahā-dhana
“In the Vedic literatures, Kṛṣṇa is the central point of attraction, and His service is our activity. To attain the platform of love of Kṛṣṇa is life’s ultimate goal. Therefore Kṛṣṇa, Kṛṣṇa’s service and love of Kṛṣṇa are the three great riches of life.