The line came from focus group research, in which customers repeatedly used the word 'potential' to describe the card's elaborate benefits, which include priority concert tickets, a 24-hour international helpline, and reward points. So the phrase 'Realise the potential' primarily means 'Realise the potential (of the card)'. But 'the potential' could also imply 'your potential', something else AmEx explored in research, discovering that its customers are increasingly interested in personal fulfilment and self-improvement. The campaign that launched the slogan addressed both aspects. TV ads highlighted AmEx's lesser-known services (rescuing lost teddy bears, finding doctors who speak your language), while print ads exhorted likely customers to 'be a traveller, not a tourist'. To 'realise' potential is to be aware of it, but also to bring it to fruition. The faint ambiguity gives the slogan a bit of life, but it remains stubbornly prosaic.
Our goals can seem unattainable when we obsess over our weaknesses, says Rachel Bridge.
It's not a case of demand, but the fact there are no jobs.
The government's Shared Parental Leave scheme falls well short in providing a level playing field.
The Uber fatality in Arizona raises tricky legal questions.
Forget what the chief exec says. Take a look around if you want to know your real 'core values'.
Like closed sales and ROI, company culture is a reliable predictor of successful business performance. And like any revenue driver, it should be analysed and developed.