You sit down for your round thinking "now I will chant the Name" — and without noticing you place yourself above the One you are addressing. Gurudev stops you right there: the Name is not a sound your tongue produces, it is Krishna Himself descending in this age in the form of sound — an actual avatar. An avatar is approached in profound humility, in lamentation and begging for mercy — and then the Name may descend and dance on the tongue. Picture a stream of light coming down from the sky and becoming sound in your mouth. Your task is not to produce that light, but to sit with your beads and wait for it to descend on its own.