This article seeks to articulate the centrality of morality within Gross National Happiness (GNH). The author critiques the current models of development which are predominately amoral. Citing the moral influences and sentiments in the works of such thinkers as Jeremy Bentham and Adam Smith, the article argues that GNH is a valid and positive approach to development. It also examines the challenges that global forces of development pose to GNH in Bhutan.