There are 2 different potentials
the Star system:
Here, its in relation to the clubs status and the players in the squad meaning that a player with 3 stars plaing for Barcelona is/can get much better than a player with 4 stars playing with Bradford
the "hidden" Potential Ability number ( between 1-200)
Here, its the highest number that his stats will match up to.
Regardless of what, for him to reach his best, he needs the following
- Train well and correctly
This will depend on the coaches at hand, the training facilities and most importantly, his ambition to get better ( hidden stat). It will also depend on his morale and hapiness as an unhappy player that just wants to leave the club wont put in the effort on the field
- Play matches
Players learn by playing matches