Unlocking Potential
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Redefining college admission

through data-informed
human-centered private
college counselling

Why?

Unlocking Potential exists to transform the college admission experience from a source of stress into a doorway to possibility. We believe every student deserves an education that fits their aspirations, talents, and abilities — not a list of destinations chosen for prestige alone. Our work is guided by a simple purpose: remove anxiety, reveal authentic fit, and help families make confident, values-aligned choices that set students up to thrive.

Who?

Founder, David Anderson, and Dr. Michael Tanoff bring over seven decades of combined experience in education, leadership, and student guidance. David is a seasoned consultant and former admission and college counseling leader at Kalamazoo College, The Latin School of Chicago, and Ransom Everglades School, with deep expertise in college advising and enrollment strategy. Dr. Tanoff is an educator and applied scientist who has led the Kalamazoo Area Mathematics and Science Center and held academic and research roles at Kalamazoo College, Yale University, and Chalmers University. Together, they offer a transformational, student-centered approach grounded in extensive experience across higher education, STEM instruction, and innovative program development.
David Anderson
Dr. Michael Tanoff

How?

Our method is strategic, human-centered, and shaped by decades of practice and innovation. We combine careful discovery with rigorous planning and relational mentoring so decisions flow from clarity and confidence.

Discovery of attributes
We build a nuanced profile of the student — strengths, learning preferences, values, interests, and long-term goals — that becomes the north star for all recommendations.

Option development
We construct a balanced, evidence-based college list (reach, match, safety) focused on fit across academic, social, and financial dimensions.

Challenging assumptions
We gently surface and test assumptions families hold about colleges, majors, cost, and “best” options so choices reflect reality and long-term flourishing.

Personal transformation through
guidance and mentoring
We mentor students to develop self-awareness, resilience, and the communication skills that admissions teams and campuses value.

Working with Mr. Anderson helps take the pressure off the whole application process. Instead of feeling like I’m facing a mountain of questions and work, I can just take one clear step at a time.”

Paulina M. — Junior
Atlanta, GA
Dr. Michael A. Tanoff

Dr. Michael A. Tanoff

Client Relationship Consultant

Dr. Michael Tanoff has almost forty years of experience in education, applied science, and engineering. He most recently served as the director of the Kalamazoo Area Mathematics and Science Center, a county-wide magnet high school program in southwest Michigan providing rigorous, integrated instruction in mathematics, science, and computer science to high achieving high school students having a passion to excel and a desire to attend competitive colleges and universities.

Dr. Tanoff’s additional professional experience includes serving as a physics professor and a mathematics professor at Kalamazoo College, a research scientist and lecturer at Yale University, a researcher in the Physical Chemistry Department at Chalmers University (Gothenburg, Sweden), and an engineer in the food and energy industries.

Dr. Tanoff holds a Bachelor of Science degree in chemical engineering from Rutgers University and a PhD degree in engineering and applied science from Yale University.

Dr. Tanoff is a former member of the Advisory Board for the Lee Honors College at Western Michigan University and is a member of the Excellence In Education Committee for Kalamazoo County. He currently lives in Kalamazoo, Michigan, with his wife Diane.

michael@u-potential.com
269.348.1265

David Anderson

David L. Anderson

Founder and Educational Consultant

David Anderson is a highly experienced consultant, advisor, and founder, who has amassed over 30 years of leadership experience in higher education, private secondary school leadership, and business formation. With a strong background in college admissions and college counseling, he’s channeled his expertise in recruitment, selection, placement, and enrollment into a fervent commitment to guiding students through the college admission process.

David’s career includes leadership roles as director of admission at Kalamazoo College, director of college counseling at The Latin School of Chicago and director of college counseling at Ransom Everglades School in Miami. He has also ventured into startup development in visual workflow management creation in the edtech, insurtech, and HR tech spaces.

David’s focus on private college counseling is driven by the belief that finding the perfect match between student and institution happens best when the process is focused on transformation as opposed to transaction.

David holds a BA in Management from Hartwick College and an MS in Higher Education Leadership from Syracuse University. David is also a long-time professional member of the National Association for College Admission Counseling (NACAC). He resides in Kalamazoo, Michigan, with his wife, Diane, and their Golden Retriever, Dory.

david@u-potential.com
269.251.8542