If you can describe something as possible but not yet actual, choose the adjective potential. Companies try to reach potential customers through advertising.

Potential, from the Latin potentia "power," sounds more complicated than it is. It describes something or someone that has the power to become something. A potential success is not yet a success but could be if circumstances are right. When a situation has the potential for disaster, it could turn bad easily. You have potential if you have a natural but undeveloped ability to do something and a building with potential will be really nice once it's fixed up.

Definitions of potential

adj existing in possibility

“a potential problem”
potentially existing but not presently evident or realized
actual, existent
presently existing in fact and not merely potential or possible
existing in fact; not theoretical; real
show more antonyms...

adj expected to become or be; in prospect

potential clients”
of or concerned with or related to the future

n the inherent capacity for coming into being

potency, potentiality
the state of being not yet evident or active
chance, prospect
the possibility of future success
Type of:
possibility, possibleness
capability of existing or happening or being true

n the difference in electrical charge between two points in a circuit expressed in volts

electric potential, potential difference, potential drop, voltage
evoked potential
the electrical response of the central nervous system produced by an external stimulus
resting potential
the potential difference between the two sides of the membrane of a nerve cell when the cell is not conducting an impulse
Type of:
electrical phenomenon
a physical phenomenon involving electricity

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