Manufacturing guy-at-large.

Mere potential

Added on by Spencer Wright.

Zakary Tormala, writing about our surprising preference for potential - even over achievement. Emphasis mine.

We designed several ads in Facebook promoting a comedian who was growing in popularity at the time of our study. One ad said, “Critics say he has become the next big thing,” and another said, “Critics say he could become the next big thing.” The “potential” ads produced more than three times the click-through rate and five times the fan rate.