You are here: Knowledge Must  Our Philosophy

Our Philosophy

Our Philosophy gives us the focus at Knowledge Must. At the heart of our Philosophy is a respect for the communities that we serve. This Philosophy consists of a Vision, a Mission by which we can achieve that Vision, and a set of core Values that define how we approach everything we do.

Our Vision

Our Vision guides our strategic direction. From the beginning, our Vision has been one of enhancing understanding between the world's cultures.

Our Vision is of a world where people

  • value cultures different from their own,
  • communicate more effectively across cultural boundaries,
  • join hands across cultural boundaries for mutual benefit,
  • are aware of global issues,
  • and are empowered to effect positive change.

Knowledge Must aims to become the most effective provider of intercultural solutions between East Asia, South Asia and the Western world. We see the world not only as it is, but as it could be, and we see ourselves as agents of change in that process.

Our Mission

Our Mission defines Knowledge Must's fundamental purpose:

  • Knowledge Must’s core Mission is to advance intercultural understanding.
  • We inspire, challenge and educate individuals and organisations to successfully engage other cultures.
  • We assist our clients to maximise their intercultural potential with path-breaking, innovative solutions.
  • We contribute to balanced globalisation processes based on the belief that every human being has the potential to contribute.

Our Values

We fulfil our Vision and Mission by being committed to the following Values, which drive our priorities, and we create the conditions to ensure that all team members, share and live these values.



Knowledge lies at the heart of everything we do. It is apparent in the competent and effective services we offer. Our knowledge allows us to ensure the highest quality solutions for our clients.


Client Focus

We put our clients' interest ahead of our own. Hence, achieving our clients' objectives is our highest priority. We strive to exceed the expectations of our clients and to ensure that we deliver the best of our firm to every client as cost effectively as we can.



We uphold absolute integrity and adhere to the highest professional standards. While maintaining our objectivity and independence, we treat all client information as strictly confidential and we never use this information against the interests of our clients. Our reliability makes our clients appreciate and trust us.



We are always candid and tell the truth as we see it. After understanding the situation of our clients, if we have any doubts about the benefits and results of our services, we will openly acknowledge it and assist in the search for alternative solutions. We are willing to disagree, regardless of the popularity of our views.



We believe in the power of people working together to achieve what no individual alone can. We constantly strive to create an unrivalled environment for exceptional people to work together across cultural fault lines with a single purpose. We believe in teamwork and collaboration, where all opinions and options are considered, researched, and analysed carefully before conclusions are drawn.



The best teachers make themselves superfluous. We aim to achieve sustainability by building up the capacities of our clients to work effectively across cultures.


Shared Humanity

When people of different cultures have an opportunity to connect, there comes an understanding of our shared humanity. Our ideas are neither limited by political borders nor by geographical boundaries. Ours is a world connected by humanity.



Respect is based on the acknowledgment, recognition and affirmation of each person's cultural diversity, capacity, talents and potential. We consistently demonstrate respect to all colleagues and clients.



We see diversity as a key engine of life, a force that propels us forward into imagining and realising new possibilities. It is our responsibility to honour, value and promote cultural diversity.



We are committed to making a difference through our work. We are highly passionate about what we do and we help our clients to identify and leverage their passions, too.

Anti-Discrimination Statement

Knowledge Must is committed to an anti-discrimination policy in its services. We are consciously and proactively inclusive of all areas of diversity including, but not limited to, race, ethnicity, national origin, ancestry, gender, sexual orientation, religion, age, socioeconomic status, marital status, language, or disability.