If you’re thinking of starting a business—or wondering why yours isn’t quite clicking—there’s a simple but powerful framework that can help you make sense of it all: The 4 Ps.

These four elements—Passion, Purpose, Proficiency, and Problem—are the backbone of any business that’s built to last. Miss one, and things get shaky. Nail all four? You’re on to something special.

Let’s break it down:

1. Passion: What Do You Actually Like?

This isn’t about butterflies-in-your-stomach kind of love. It’s about genuine interest. If you’re going to build a business that lasts, you’ll be spending a LOT of time thinking, talking, and solving problems in this space. So it helps if you actually like it.

You don’t need to be obsessed—but you shouldn’t dread showing up either. Passion fuels consistency. And consistency beats intensity over time.

2. Purpose: Why Does This Matter to You?

Passion gets you started. Purpose keeps you going.

Purpose is the deeper reason behind what you do. Maybe you want to create freedom for your family. Maybe you’re on a mission to change an industry. Maybe you just believe there’s a better way, and it bothers you that it doesn’t exist yet.

Without purpose, it’s easy to give up when things get hard. With it, you’ll push through the obstacles most people quit at.

3. Proficiency: What Are You Good At?

Let’s get practical. A business is built on solving problems—and to do that, you need skills.

Ask yourself: What am I actually good at? What strengths do I bring to the table?

Your proficiency doesn’t have to be perfect, and it can grow with time. But you need some starting advantage—whether it’s in sales, marketing, product, coding, communication, or something else.

Without proficiency, your idea might sound good, but you won’t be able to execute.

4. Problem: Is There a Real Pain Point?

This is the piece that turns a passion project into a real business: a real, burning problem that people are actively trying to solve.

People pay to solve problems—not just to hear about your passion. So make sure there’s demand. Are people Googling it? Complaining about it? Paying others to fix it?

Find the overlap between what you love, why you care, what you’re good at—and what actually needs solving.

Bringing It All Together

When Passion, Purpose, Proficiency, and Problem overlap, magic happens:

• You enjoy the work

• You have a reason to keep showing up

• You bring valuable skills

• And you’re solving something real

That’s not just a business. That’s a business you want to wake up for.

Where Do You Discover These 4 Ps? (From My Experience)

Here’s something I’ve learned from building and scaling real businesses:

The best ideas rarely come when you’re sitting around trying to think of a business idea.

They show up when you’re actively learning or actually working — when you’re knee-deep in problems and surrounded by real people who need better solutions.

For me, some of the most promising opportunities came from:

• Pursuing new skills or knowledge and realising, “Hey, more people should know how to do this.”

• Being in the trenches, doing the work, and bumping into inefficiencies, pain points, or gaps that no one else seemed to be solving.

That’s where Passion and Proficiency often meet Purpose and Problem — not in a brainstorming session, but in the messy, real-world moments of growth and discomfort.

So if you’re still searching for your “big idea,” start by:

• Learning something new

• Working in an industry you’re curious about

• Talking to people and paying attention to what frustrates them

That’s how you discover the 4 Ps. Not by chasing them… but by getting into motion.

Want help building your business around your 4 Ps? Book a clarity call and let’s map it out together.

Let’s Chat — Find Your 4 Ps