In amazing talk the Rebbe clarifies the fulfillment of everyone’s goal

Ultimately, we are God, but if we would just shine without effort, it wouldn’t be meaningful

Hence we are born into a perception of self, which contains our natural instincts etc. etc. and to shine we must overcome mountains of dirt concealing our Divine soul

But once we do, two things have occurred – one, we have achieved something; and likewise, the achievement merges that the Divine, which was always our true identity, shines forevermore.