It's not always about athleticism, but players who are great athletes are considered to have great potential because they possess qualities that cannot be taught - physical attributes that are natural advantages.
I wonder why players that have potential turn out to be a bust even if they have the tools to be a good player? Is work ethic part of potential??
Potential doesn't mean all that much until it's fulfilled. Work ethic is certainly a factor. A player with great potential who has little or no interest in making an effort to improve his game will not fulfil his potential. When Derrick Coleman came into the league, he was potentially one of the best all-around players in the game. However, he did not put in a lot of effort night in and night out, and as a result made the All-Star team only once (1994) and has been a role player since leaving the Nets in 1995.