In Bhagavad-gītā (4.10) the Lord says:

vīta-rāga-bhaya-krodhā man-mayā mām upāśritāḥ bahavo jṣāna-tapasā pūtā mad-bhāvam āgatāḥ

“Being freed from attachment, fear and anger, being fully absorbed in Me and taking refuge in Me, many, many persons in the past became purified by knowledge of Me — and thus they all attained transcendental love for Me.” There are two ways of constantly thinking of Kṛṣṇa — as a devotee and as an enemy. A devotee, of course, by his knowledge and tapasya, becomes free from fear and anger and becomes a pure devotee. Similarly, an enemy, although thinking of Kṛṣṇa inimically, thinks of Him constantly and also becomes purified. This is confirmed elsewhere in Bhagavad-gītā (9.30) , where the Lord says:

api cet sudurācāro bhajate mām ananya-bhāk sādhur eva sa mantavyaḥ samyag vyavasito hi saḥ

“Even if one commits the most abominable actions, if he engages in devotional service he is to be considered saintly because he is properly situated.” A devotee undoubtedly worships the Lord with rapt attention. Similarly, if an enemy ( sudurācāraḥ ) always thinks of Kṛṣṇa, he also becomes a purified devotee. The example given here concerns the grassworm that becomes beelike because of constantly thinking of the bee that forces it to enter a hole. By always thinking of the bee in fear, the grassworm starts to become a bee. This is a practical example. Lord Kṛṣṇa appears within this material world for two purposes — paritrāṇāya sādhūnāṁ vināśāya ca duṣkṛtām: to protect the devotees and annihilate the demons. The sādhus and devotees certainly think of the Lord always, but duṣkṛtīs, the demons like Kaṁsa and Śiśupāla, also think of Kṛṣṇa in terms of killing Him. By thinking of Kṛṣṇa, both the demons and devotees attain liberation from the clutches of material māyā.

This verse uses the word māyā-manuje. When Kṛṣṇa, the Supreme Personality of Godhead, appears in His original spiritual potency ( sambhavāmy ātma-māyayā ), He is not forced to accept a form made by material nature. Therefore the Lord is addressed as īśvara, the controller of māyā. He is not controlled by māyā. When a demon continuously thinks of Kṛṣṇa because of enmity toward Him, he is certainly freed from the sinful reactions of his life. To think of Kṛṣṇa in any way, in terms of His name, form, qualities, paraphernalia or anything pertaining to Him, is beneficial for everyone. Sṛṇvatāṁ sva-kathāḥ kṛṣṇaḥ puṇya-śravaṇa-kīrtanaḥ. Thinking of Kṛṣṇa, hearing the holy name of Kṛṣṇa or hearing the pastimes of Kṛṣṇa will make one pure, and then he will become a devotee. Our Kṛṣṇa consciousness movement is therefore trying to introduce the system of somehow or other letting everyone hear the holy name of Kṛṣṇa and take Kṛṣṇa’s prasāda. Thus one will gradually become a devotee, and his life will be successful.