ŚB 5.14.40

There were many great saintly kings who were very expert in performing sacrificial rituals and very competent in conquering other kingdoms, yet despite their power they could not attain the loving service of the Supreme Personality of Godhead. This is because those great kings could not even conquer the false consciousness of “I am this body, and this is my property.” Thus they simply created enmity with rival kings, fought with them and died without having discharged life’s real mission.

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