It comes from the collective us.
What is it that we dream or think or feel of its being.In its day to day fluidness
In its tomorrow to be, an orbit to sustain and the day after for its trajectory.
With its presence of the dreamt, action and felt conscience.
I phrased Conscience as an entity, rather than saying Vision and mission.
One must state and experience the Conscience of their Institution, enterprise or government.
This aspect maybe the preferred state, next paradigm of future holistic humanistic sustenance, with all our choices of joy and freewill.