At close range, the .308 really isn't more potent on a human target. As counter-intuitive as it sounds, the .223 does more damage. Beyond 100-200 yards though, the .308 definitely has the advantage in wounding potential. That said, there are .308 configurations that exhibit similar terminal characteristics to the .223 in its envelope, but these configurations are not common for that caliber unlike the .223. Since neither was designed with this in mind, it was a matter of luck. The .223 really is best suited and most effective as an assault rifle cartridge, for fast and furious in-your-face firefights.
In my personal opinion, one of the finest all-around cartridges for this type of work is actually the 6.5mm-08 (currently loaded commercially as the .260 Remington). All the short-range lethality potential of the .223, but with a trajectory and penetration profile that looks almost as good as the .300 Win Mag. All sitting on top of a .308 case, and with less recoil. In my humble opinion the 6.5mm-08 is one of the most optimal commercial cartridges for all manner of rifle work currently being produced. Velocity like a varmint cartridge, penetration very few dangerous game cartridges can match, uncannily consistent accuracy in almost any loading, and modest recoil.