The listener believes that your business relates to, and cares about him and his personal situation. You become tremendously powerful. Read that again. Both candidates are talking the emotional talk. The questions remain who is actually walking the walk.
Dreams are total emotion.
There's little or nothing logical about them. But Dreams are what makes people tick. Frankly, dear reader, it's what makes you tick. The only person, who isn't primarily motivated to achieve his Dream, is dead. The business understands and applauds the customer's emotions.