We define a quantum product on the cohomology of a symplectic manifold relative to a Lagrangian submanifold, with coefficients in a Novikov ring. The associativity of this product is equivalent to an open version of the WDVV equations for an appropriate disk superpotential. Both structures — the quantum product and the WDVV equations — are consequences of a more general structure we call the tensor potential, which will be the main focus of this talk. This is joint work with Jake Solomon.