The article considers and clarifies the concepts of "socio-economic potential", "economic potential", "export potential" and their real metamorphoses in the sphere of production, exchange and consumption. The main attention is paid to export potential, the increase of which is the most important argument of the production function, the function of economic growth (the measurement of which required clarification). The exogenous and endogenous causes of exceptional volatility of domestic exports by its modest non-resource non-energy sector and a catastrophically small share of high-tech products are identified, and the key directions of economic and non-economic origin of the increase and sustainable growth of economic potential, and its strategically important export potential are substantiated.
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