I. Vision, Mission, Core Values, and Core Competencies

General Overview

Vision and Mission:

  • Vision: The future state EQuest aspires to achieve – “Who do we want to become?”
  • Mission: Our reason for existence and what EQuest does every day to achieve our Vision – “What do we do and why do we exist?”

Core Values, Core Competencies, and Culture:

  • Core Values: The fundamental principles that guide our behaviors and decisions – “What do we believe in?”
  • Core Competencies: The capabilities that our organization and people must possess to execute tasks and fulfill our mission – “What must we equip ourselves with?” 
  • Culture: How these values are reflected in reality through daily behaviors and work practices – “How do we actually operate?”

VISION

EQuest aims to become one of the top three private educational groups in Vietnam and Southeast Asia, measured by student enrollment and positive contributions to the private education ecosystem.

MISSION

  • To provide world-class education at breakthrough and affordable costs.
  • To contribute to transforming Vietnam into a bilingual nation.

Core Code of Conduct

Legally Sound – Ethically Right – Clear Conscience

Legally Sound – Ethically Right – Clear Conscience is the core behavioral principle guiding EQuest’s decision-making and operations.

  • Legally Sound: Every action must first comply with the law and current regulations. However, legal compliance alone is not enough.
  • Ethically Right: Decisions must also be morally sound, compassionate, and aligned with standards of kindness toward people and society.
  • Only when an action is both legally and ethically sound can the individual achieve a “Clear Conscience” – looking back at their decisions and conduct without shame before themselves, the organization, or the community.

Core Values and Culture: 

Lifetime Learning – Quest for Excellence – Growth with Decency

This value system defines how EQuest learns, grows, and operates.

  • Lifetime Learning: Reflects the belief that individuals and organizations must continuously learn, adapt, and renew themselves in a volatile world.
  • Quest for Excellence: Represents a spirit of refusing mediocrity, constantly striving to raise standards and quality in every task.
  • Growth with Decency: EQuest does not pursue success at all costs. Growth must be coupled with humanity, integrity, and decent conduct toward people and the community.

LEADS: The Core Values of an EQuester

  • Learning – Lifetime Learning: EQuesters never stop acquiring new knowledge and skills to improve themselves and the organization.
  • Excellence – Exceptional Quality: EQuesters consistently strive for excellence and perform work to the highest standards.
  • Action – Decisive Action: EQuesters are people of action; we walk the talk, remain undeterred by setbacks, and follow through to completion.
  • Dedication – Wholehearted Commitment: EQuesters work with passion and dedication to our shared vision and mission.
  • Scalability – Replicating Success: EQuesters prioritize scalable solutions and models so that positive values can expand to impact the community and society.

Core Competencies

Every EQuester must possess these five core competencies to thrive. These are the minimum requirements for working at EQuest:

1. Languages Proficiency: Proficiency in at least one foreign language (English is mandatory).
2. AI Competency: Proficiency in Artificial Intelligence; mastering and applying AI at an intermediate level or higher.
3. Growth and Development: Lifetime learning is our most critical competency. Members at all levels commit to continuous self-improvement.
4. Health and Fitness: Valuing personal health and meeting minimum health and fitness criteria.
5. Professional Appearance and Hygiene: As a service organization, EQuesters must maintain a professional, neat appearance and personal hygiene.

II. EQuest Culture

1. Talent-Obsessed

EQuest proactively recruits, attracts, and develops talent as a core operational priority. Leadership is “obsessed” with nurturing high-potential individuals, often hiring ahead of short-term needs to build a future talent pipeline. We value diversity, empower our people, and foster an ownership mindset, enabling every individual to excel and grow alongside the organization.

In practice, we don’t wait for applications; we headhunt. A high density of talent is our greatest strength and collective pride.

2. No King

We practice Servant Leadership. Leaders partner with, empower, and uplift their teams, prioritizing the growth and well-being of staff, students, parents, and the community. Higher authority carries a greater responsibility to support others.

In practice, EQuest does not subscribe to a culture of leadership personality cults; behaviors such as flattery, sycophancy, or subservience to superiors have no place in our work environment. In daily interactions, leaders take the initiative to empower and support their teams, even through small gestures of appreciation. During special occasions, it is standard practice for leaders to proactively congratulate and recognize staff, rather than expecting employees to serve their superiors. 

3. Humility

At EQuest, humility is demonstrated through mutual respect, a willingness to admit mistakes, and an awareness of one’s own limitations to foster continuous learning and collaboration over working in isolation. EQuest does not operate on an ego-centric basis; no individual – regardless of their talent or leadership level – is the center of attention. No ego is placed above the collective interest or the organization’s core principles, and any behavior where personal ego overshadows the collective is not tolerated.

In practice, every leader at EQuest is prepared to admit fault and adjust course when necessary. No individual is considered the ‘center of the universe,’ and in professional communication, the use of ‘we’ and ‘us’ is far more prevalent than ‘I’.

4. Frugality

At EQuest, our organizations operate with a mindset of maximum frugality. Resource allocation is strictly controlled to ensure efficiency, with spending decisions always focused on optimizing value rather than outward appearance. We believe that lean operations and optimization reduce costs, thereby enabling students to access high-quality education at more affordable tuition rates.

In practice, EQuest avoids wasteful expenditures and ostentatious or purely formal festivities. When making decisions, we constantly challenge ourselves: can we achieve better quality and higher efficiency at a lower cost?

5. Decency

At EQuest, decency and humanity are reflected in our daily work and interactions. We maintain a positive work environment built on respect and recognition, underpinned by clear professional standards that allow every individual to take pride in being part of the organization. EQuest also values staying connected with our alumni and warmly welcomes former employees (ex-EQuesters) to return when the opportunity arises.

The decency of EQuesters is evident in our attention to detail, our integrity, and our commitment to doing the right thing even when no one is watching. In the workplace, supporting colleagues happens naturally and selflessly.

In practice, EQuest is free from toxic office politics, berating, or belittling of colleagues. Even when parting ways, we maintain professional dignity and mutual respect, ensuring that transitions are handled gracefully rather than with resentment.

6. Consensus Seeking

At EQuest, decisions are built upon open dialogue, mutual respect, and the integration of diverse perspectives, aiming for alignment and enhanced collective accountability during execution. Information is communicated clearly and consistently to ensure impactful implementation; however, leaders remain ultimately responsible for every decision.

In practice, before finalizing a decision, EQuest leaders typically consult and engage with relevant stakeholders to ensure all voices are heard and considered. The organization does not operate through top-down imposition without prior discussion. Consequently, this may mean that certain decisions at EQuest require more time. 

7. Data-Driven 

At EQuest, decisions and policies are formulated based on data and statistics, supported by reliable evidence and transparent analysis. In our operations, leaders prioritize objectivity, ensuring that decisions remain grounded in reality rather than intuition or unverified information.

In practice, evaluation and decision-making at EQuest are not driven by emotion, whims, or unsubstantiated personal perspectives. Actions and decisions are never based on rumors.

8. Non-Compromising

At EQuest, serious violations – particularly those involving the physical or mental safety of students and staff, threats or extortion against the organization, and ethical or legal breaches – are identified and dealt with decisively. In such cases, the organization accepts short-term losses to uphold safety standards, professional ethics, and legal compliance. In every decision, we place absolute priority on protecting the safety of our people and the reputation of the organization; there is zero tolerance or compromise for serious violations.