Statements of vision and mission are important so that everyone involved in the organization, including outside stakeholders, understand what the organization will accomplish and how it will be accomplished. In essence this means “keeping everyone on the same page” so they are all "pulling in the same direction". Customers want to know their money and investments are managed well and will lead to future financial security for themselves and for their families. A well-written mission statement earns the trust of current and prospective clients by defining goals that speak to this need. Understanding what you’re working so hard to save towards will only be a motivator. Saving without any specific goals or direction is a lot more difficult, and normally leads to failure. Instead of using generic language, make your mission statement unique to your firm and descriptive of what your firm does differently. A vision statement should stretch the imagination while providing guidance and clarity. It will help inform direction and set priorities while challenging employees to grow. WWF: We seek to save a planet, a world of life. Reconciling the needs of human beings and the needs of others that share the Earth… (25).