A vision statement is a declaration of one, the most important, long-term goal for a business, non-profit or institution. Or if your organization is very large already, it could be a statement of a few long-term goals combined, all reaching far into the future. Either way, such goals need to be both challenging and inspiring because of the aspirational character of your vision statement sets a defined direction for the organization. It establishes a pulling force, guiding all activities and strategic decision-making.