Ask for a few examples of the audiences "dreams" in one sentence- idea here is that no one dreams of being a wage slave
Talk about choices - can't do everything- so we chose to watch TV or read that book, work overtime or leave early
Then move on to " who knows how much they spend each year"? kind of questions - i.e. do you know how much is going out each year/month/day
then link the 3 together- If you want to "start that business, be a good dad, hike the pacific crest trail" you'll need to make at least $XX per day/year and keep making choices - to follow that dream or to keep adding to your expenses (cars, cloths etc)