Many of today’s organizations compete and try to survive on the basis of cutting prices and costs through redesigning business processes and downsizing the number of employees. Since there is a limit to cutting prices and downsizing, “New thinking and new approaches have become necessary for organizations to survive and to create sustainable growth and development” (Luthans, Norman, Avolio & Avey, in press; see also, Bakker & Schaufeli, 2008). This chapter proposes such a new approach: building engagement. I will argue and show that engagement can make a true difference and offers competitive advantage to organizations.