How can technical writers understand not only excellence in Project Management knowledge, but also the effects of globalization on how project management knowledge is used in project conception and project planning when major stakeholders live in third world countries? This study focuses in particular on project conception for the use of cell phone and web 2.0 technologies with an NGO based in the Democratic Republic of Congo. We found that students were able to use knowledge management and knowledge communication concepts to shape their project titles, goals and objectives, as well as their description of the work. Implications include that shaping projects through knowledge communication and knowledge management theory offers a new focus for excellence in project conception. This focus includes diversity in perspectives and fosters respect by recognizing differences as knowledge asymmetries.