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
  1. adjective
    existing in possibility
    “a potential problem”
    synonyms: possible
    potentially existing but not presently evident or realized
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    actual, existent
    presently existing in fact and not merely potential or possible
    existing in fact; not theoretical; real
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  2. adjective
    expected to become or be; in prospect
    potential clients”
    synonyms: likely
    of or concerned with or related to the future
  3. noun
    the inherent capacity for coming into being
    synonyms: potency, potentiality
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    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
  4. noun
    the difference in electrical charge between two points in a circuit expressed in volts
    synonyms: electric potential, potential difference, potential drop, voltage
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    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
Word Family

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