Description: People generally have unconscious preference for potential over actual success.eople are much more impressed, whether they realize it or not, by your potential than by your track record. It would be wise to start focusing your pitch on your future, as an individual or as a company, rather than on your past — even if that past is very impressive indeed. It’s what you could be that makes people sit up and take notice — learn to use the power of potential to your advantage.