Some experts report that employee engagement “has become the new Holy Grail for many organizations” or that it “has long been the Holy Grail for creating thriving and successful organizations.” Robert A. Cooke, however, believes that achieving and optimizing employee engagement is more complicated than it may seem. Cooke, who’s CEO of Human Synergistics International, a consultancy specializing in organizational culture and leadership and group and individual behavior, charges that the human capital consulting industry continues to sell the idea that a few sips from the Holy Grail of employee engagement will magically transform organizations and heal whatever ails them. While this is a good start, companies should go beyond this and get to the root of their organizational ills by using a true organizational culture survey to define, activate, and reinforce the behaviors that drive the right kind of engagement and optimize organizational performance. Discuss the pros and cons of Cooke’s statement that “truly understanding how to optimize performance in your organization requires understanding your culture.”