I'm hesitant to use the word 'dreams'.
The word has a touchy-feely quality that makes me feel kinda icky. 'Dreams' can seem kinda pie-in-the-sky. Especially in business.
It's not that 'dreams' are unrealistic or unreal. God, no.
It's that people often use the word to talk about things they're not acting in direction of. They use 'dreams' to discuss the things that they hope to get, but are doing nothing to create.