Bhagavad Gita Chapter 7, Verse 13

त्रिभिर्गुणमयैर्भावैरेभिः सर्वमिदं जगत् | मोहितं नाभिजानाति मामेभ्यः परमव्ययम् ||

tribhir guṇa-mayair bhāvair ebhiḥ sarvam idaṁ jagat mohitaṁ nābhijānāti mām ebhyaḥ param avyayam

Deluded by the three modes of material nature, the entire world does not know Me, who am beyond these modes and imperishable.

Krishna reveals the cause of ignorance: Maya, the three gunas. 'Tribhir guṇa-mayair bhāvair ebhiḥ'—by the three gunas (goodness, passion, ignorance), 'sarvam idaṁ jagat mohitam'—the entire world is deluded. 'Nābhijānāti mām ebhyaḥ param avyayam'—does not know Me, who am beyond these modes and imperishable. This verse explains why most people don't recognize Krishna—they're deluded by the gunas. The gunas create illusion, making people see only the material surface and miss the spiritual reality. This connects to verse 7.12's teaching about the gunas and begins the section on delusion (7.13-7.19).