VUKA Group and The Global Trust Project: Commit to building a worldclass platform for ‘what matters most, Trust!’

23rd September 2024
In a world where trust is often seen as a rare commodity, the recent signing of the Joint Venture Agreement between VUKA Group, an African conference, exhibition and media agency, and The Global Trust Project marks a significant milestone. This partnership, spearheaded by David Ashdown, CEO of VUKA Group, and Dominic Wilhelm, Executive Director and co-founder of The Global Trust Project, is set to revolutionise the way businesses and governments approach trust and its impact on organisational success.

The journey to this partnership began over a year ago, with both parties exploring their relationship and defining the grounds to support Dominic in his vision for The Global Trust Project. David Ashdown, reflecting on the initial stages of their relationship, recalled, “Dominic’s passion for trust resonated deeply with me, and I saw an opportunity to support his journey. At VUKA Group we are experts at connecting people and organisations to information and each other, which is what The Global Trust Project needs to achieve its mission of influencing 10 million actors to impact 1 billion people on what matters most, Trust! We provided Dominic, during the last 12 months, with the runway he needed to breathe, think, and transform”.
David continues “Bringing Dominic into the VUKA Group, fits our strategy of diversifying our portfolio whilst connecting with the deep relationships we have established through the industry verticals we serve. We have seen an immediate positive response to The Global Trust Project being introduced and Dominic has been a featured key-note speaker on the stages of our conferences all year.”
Bruce Robinson, Chairman of VUKA Group, played a crucial role in this partnership. He emphasised the importance of trust in professional relationships, stating, “One of the fundamental building blocks of professional relationships is trust. It’s something that isn’t often discussed, but it’s essential for success. Dominic’s approach to trust is both scientific and practical, making it accessible and impactful for organisations”.
The Global Trust Project aims to operationalise trust through four key areas: advisory and consulting, learning and development, awareness and engagement, and research and assessment. The flagship product, the Trust Master Class, has already made a significant impact on VUKA Group’s employees. “The Trust Master Class has been a brilliant learning experience. It has helped us understand the fundamental principles of trustworthiness and how to apply them in our daily work, it helped us define our values and create a shared understanding of trust within the organisation.” David explained.
The partnership between VUKA Group and The Global Trust Project is not just a business relationship; it is a deeply human and transformative journey. “It’s been more than just a business relationship. It’s been a journey of growth, tears of joy, and no little discomfort. We are here to take on the world and pursue a vision of reaching 10 million people who, in turn, will impact 1 billion”, Dominic shared.
As the partnership moves forward, both parties are excited about the future. Bruce Robinson highlighted the potential for The Global Trust Project to engage with governments and multinationals globally. “The future is very bright. There are so many areas where trust can be applied to make a substantial impact. The only question is how rapidly we want to introduce this into the marketplace”.
Dominic Wilhelm envisions a future where trust is at the forefront of organisational success. “I would like to see high-level engagement with governments and multinationals globally. Our learning offerings, like the Trust Master Class, have the potential to scale and make a significant impact. The Trust Equity Index can become an enterprise plug-in, enabling leaders to see trust dynamics at the click of a button”.
During the interview, Dominic illustrated the four pillars of the trust model: integrity, benevolence, capability, and the inclination to trust. These pillars form the foundation of trustworthiness and are essential for building trust in any relationship.

Integrity is the first pillar. Dominic explained, “When David and Bruce first met me, they were implicitly or explicitly trying to figure out whether I was good. Integrity means having a binding ethical framework and demonstrating it consistently”.
The second pillar is benevolence. Dominic elaborated, “Benevolence is about being concerned with not only your well-being but also the well-being of others. It’s about showing that you care about the success and welfare of your partners and stakeholders”.
Capability is the third pillar. “Capability refers to having the skills, knowledge, and abilities to do what you profess to do. It’s about demonstrating competence and effectiveness in your actions”, Dominic explained.
The fourth pillar is the inclination to trust. Dominic highlighted, “Even if someone is highly trustworthy, the inclination to trust them can be influenced by personal biases and perceptions. It’s important to address these perceptions to build a trusting relationship”.
Bruce Robinson reflected on the journey of understanding and applying these principles within VUKA Group. “It took some time to understand what Dominic actually does. His approach is highly scientific, but he has managed to boil it down into practical applications that can be used in the professional world”.
As the partnership continues to evolve, both VUKA Group and The Global Trust Project are committed to making a positive impact on the world. “We are excited about the future and the potential for transformative change. Trust is at the heart of everything we do, and we are dedicated to building a better future through trust”, Dominic concluded.
The signing of the Joint Venture Agreement between VUKA Group and The Global Trust Project is a testament to the power of trust and the vision of both parties. It is a partnership built on mutual respect, shared values, and a commitment to making a positive impact on the world. As they embark on this journey together, the future looks promising, and the potential for transformative change is immense.