Good world moves are like dares. You show them to the player and they see the possible outcomes and they know it could go wrong but, you know, they get to do something cool if it works out. For example, if they see the move 'when you insult the king's hair, roll+Cha. On a 10+, your honesty wins you favor. On a 7-9, you win a friend but it's not the king,' it kinda plants the idea that there's a payoff for being bold in court.
Sometimes, just the trigger is cool and the move is more consequential - but it still tugs at them to put the move into play because they want the implied details of the trigger in the fiction. For example, if you put out a move with the trigger 'when you fall from a speeding carriage', of course it's mostly bad but don't you want a carriage chase now?