How to Harness the Power of Potential in Your Kickstarter Campaign

Let people see the possibility.

Cosma Zhang

November 15, 2023

Have you ever wondered what makes some Kickstarter campaigns more successful than others? What is the secret ingredient that attracts backers and makes them want to support your project? The answer is simple: potential.

Potential is the ability to become something more than what you are now. It's the promise of what could be, rather than what is. Potential is what makes people dream, hope, and imagine. And potential is what makes Kickstarter campaigns work.

Kickstarter is a platform where creators share their ideas with the world, hoping to catch the eye of backers who believe in their vision. Backers are not just buying a product or a service; they are investing in the potential of a project. They are supporting the creator's journey from concept to reality.

But how do you communicate the potential of your project effectively? How do you make your backers see what you see, and feel what you feel? How do you make them excited about your project and eager to join you on your adventure?

In this blog post, we will guide you through the process of harnessing the power of potential in your Kickstarter campaign. We will show you how to frame your project in terms of its potential, how to avoid overconfidence and comparison traps, and how to back up your claims with solid evidence. 

The Power of Potential

The first step to a successful Kickstarter campaign is understanding the power of potential. A study conducted in 2012 by Stanford University and Harvard Business School explored this concept. The study found that emphasizing a project's potential has the potential to yield the highest return on investment. This shows that potential is an extremely potent tool in your Kickstarter campaign arsenal.

Framing Your Project's Potential

When presenting your project, try to frame it in terms of its potential. It's not about making bold claims, but about showing your audience what could be. For instance, if you're creating a new board game, don't claim it's the best game ever; instead, suggest that it could be the next big hit. This approach allows your backers to dream alongside you, fueling their excitement and investment in your project.

Avoiding Overconfidence

While confidence in your project is key, overconfidence can be a turnoff. Brash claims can make potential backers skeptical. Instead of telling them how great your project is, let them make that judgment themselves. Present your concept, show them what it could be, and let them be the judge.

Comparison with Masterpieces

Comparing your project with well-known successes can be a double-edged sword. On one hand, it provides a frame of reference. On the other hand, it could lead to doubt. The solution? Frame your project in terms of its potential. This way, you're not making a bold claim but presenting a possibility.

Backing Up Your Claims

While framing your project in terms of its potential is important, it's equally crucial to back up your claims. Make sure your project looks good, has a clear concept or ruleset, and has third-party reviews. This will increase the excitement around your project and make backers more likely to invest.


So the key to a successful Kickstarter campaign is effectively communicating your project's potential. Avoid making brash claims, frame your project in terms of what it could be, and back up your claims with solid evidence. Remember, your backers are investing in the potential of your project, so let that shine through in your campaign. It's the little things that can turn a small project into a big success.