To become liberated from material bondage, one must give up the association of worldly people and accept the association of devotees, positive and negative processes are mentioned in this regard.

Through the association of devotees, one develops Krishna consciousness, which is dormant within.

This Krishna consciousness movement is giving this chance to everyone. We are giving shelter to everyone who is serious about progressing in Krishna consciousness.

We arrange for their lodging and board so that they can peacefully cultivate Krishna consciousness and return home, back to Godhead, even in this life.
(–Srimad Bhagavatam, Canto 5, Chapter 12, Purport of Text 16)

remain persistent

Sometimes so-called spiritualists seeking a spiritual life come to associate with Krishna conscious devotees, but they cannot execute the regulative principles or follow the path of spiritual life.

Consequently they leave the association of devotees and go to associate with sense gratifiers, who are compared to monkeys.

Again they revive their sex and intoxication, and looking at one another's faces, they are thus satisfied. In this way they pass their lives up to the point of death.
(–Srimad Bhagavatam, Canto 5, Chapter 13, Purport of Text 17)

Only in the association of devotees can one relish the glorification of the Supreme Personality of Godhead. Just through a little association with a pure devotee, one can become successful in his journey back to Godhead.
(–Srimad Bhagavatam, Canto 5, Chapter 13, Purport of Text 21)