Our present life in material existence is characterized by struggle for survival. Naturally therefore we often evaluate everything based on its survival value: does it help me in my struggle for survival?
Frequently such an evaluation motivates our initial practice of devotional service. The Bhagavad-gita (07.16) acknowledges that most of us cultivate devotion for Krishna primarily because of its survival value. We evaluate that it will help remove the miseries that we feel are threatening our survival (arto) or it will bestow the wants that we feel are necessary for our survival (artharthi).
The Gita (07.18) indicates that Krishna appreciates our devotion even when it is motivated by self-serving considerations. Simultaneously, he gently encourages us to rise to a less self-centered level of devotion. If we respond positively to his compassionate overtures and strive to practice pure devotional service, then gradually we open ourselves to receive a much greater gift: love for Krishna. As Krishna encompasses and embodies everything that our heart desires (Gita 7.19: vasudevah sarvam iti), loving him satisfies our heart fully forever.
Thus, we discover that devotional service has actually brought us a gift far greater than survival value. It has brought value to survival; it has granted us the ultimate love that makes life eminently worth living. In fact, love for Krishna eventually takes us entirely beyond material existence with its struggle for survival and reinstates us in the world of undying love.
Bhagavad Gita Chapter 07 Text 18
“All these devotees are undoubtedly magnanimous souls, but he who is situated in knowledge of Me I consider to be just like My own self. Being engaged in My transcendental service, he is sure to attain Me, the highest and most perfect goal.”
Source : http://www.gitadaily.com/2011/12/31/from-survival-value-to-value-to-survival/
