Aren’t vision statements for internal staff only?

 No. A vision statement expresses your organization’s purpose and why you exist. We believe most organizations get the vision wrong. They focus the vision on where they want to be in the future (i.e. the leader in xyz industry) rather than how they want the future to be for the groups they are serving. Effective vision statements are your purpose - why you exist and how your organization will make a difference in the world.