Visions exist on different levels of the organization's identity.
Every telephone organization, for example, is tied to the original vision of Graham Bell - to provide a tool for universal communication. To become more aware of an organization's vision, one must ask the members and learn to listen for their answers. People sometimes say that it is pointless to develop a sense of purpose for a company. Obviously, making money is important. But to confuse the essential requirement for advancing in the game with the deeper rationale, is a profound confusion.