potential
adjective [ before noun ]
uk/pəˈtenʃəl/ usable to develop into something in the future when the necessary conditions exist:
There are potential problems at every stage of the drug production chain.
A number of potential buyers are thought to have shown interest.
a potential cost/market
potential
noun [ U ]
uk/pəˈtenʃəl/ usthe possibility of something developing or happening in a particular way:
have the potential for sth/to do sth These equity securities are believed to have the potential for high earnings growth.
commercial/economic potential
growth/market/sales potential
natural qualities or abilities that mean that someone or something may or should succeed or achieve something:
enormous/great/huge potential This marketing idea has great potential.
We have put additional resources into the company to ensure it reaches its full potential in Scotland.
have the potential to be sth He has the potential to be the very best.