Craving comes from encouraging the thought of pleasure. The actual experience of pleasure may not be as pleasurable as the memory.
Georgia: That 's why we spend so much time in our minds!
Whether you encourage a worldly thought or a Divine thought, they both bring you pleasure. Worldly thought leads to indulgence, which brings you down from pleasure to disappointment and dejection. Divine thought takes you up from pleasure to Bliss, Intelligence, and progress in life. Worldly thought brings pleasure only as memory, whereas Divine thought comes as Reality.
Question: What is a Divine thought?
Sri Sri: "I am not the body; I am bliss, satchitananda; I am unbounded space; I am love; I am peace; I am light."
Question: What is a worldly thought?
Sri Sri: It is about money, sex, food, power, status and self-image. Truth is hidden by the golden veil of the mundane. Pierce through the glittering sheath and know you are the Sun.
P.S. In the world everybody is after GOLD; some are after GOOD; but only a few are after GOD. Transcend GOLD, transcend the GOOD, and reach GOD.