Navigating with Knowledge: The Lighthouse Metaphor for Understanding Context, Value, and Motivation

People look differently at local and global challenges based on their knowledge and information related to their contexts. Our research focuses on the roles knowledge plays in contemporary times, using the lighthouse metaphor. A lighthouse keeps us on track, reaching our purposes and dealing with changing circumstances. Some follow the lighthouse, and others flow with the waves of the sea. Our journeys depend on our values, motivations, contexts, and knowledge (exchanges). Decisions and knowledge(management) concern the stakeholders' perspectives: are we individually (Me) oriented, do we reason within the context of our organisations (We), or is the societal (All) impact leading? Our paper examines the role of knowledge and information in handling societal challenges. We analyse the aspects in the different contexts and explain why value and motivation matter in our journeys[1]. Value in the lighthouse metaphor, guides us as a lighthouse and ensures self-awareness, giving purpose to our journeys. Motivation is like a ship where the organisational cooperation of the crew shares visions and missions. Context is like the sea, a dynamic, complex, and ever-changing environment that challenges us differently as individuals, organisations, or societies. The article intends to spark discussion. We are not obsessed with scientific proof but aim to initiate a debate on a balance we must find between the Me, We, All contexts and knowledge perspectives in society.