The 3 P's Idea Filter
Generate ten ideas, then keep only the three that clear Problem, Passion and Payment
Priestley argues you should never start from one idea, because a single idea breeds obsession and blinds you to better options. Instead you deliberately generate ten ideas, then evaluate each through three windows. Problem: is there a real unmet need or something worse than it should be? Passion: will you still care about this in two years? Payment: is money already moving around this space? A durable business must eventually satisfy all three, but people usually enter through just one window. Score the ten ideas on how big the problem is, how passionate you are, and how much money is available, then advance your favourite three to real-world validation.
- One idea breeds obsession; ten ideas keep you objective
- A business must eventually satisfy problem, passion and payment together
- You usually enter through one window but must clear all three
- Money already moving in a space is evidence, not a guarantee
- Generate ten ideasForce yourself to list ten separate ideas rather than committing to the first one, so no single idea can capture you.Pro tipDo this fast and loose; quantity first, judgement second.
- Score each through the Problem windowAsk whether each idea solves a real unmet need or fixes something that is worse than it should be.
- Score each through the Passion windowAsk whether you will still be motivated by this in two years, because you will need the stamina.
- Score each through the Payment windowLook for money already floating around the space; existing spend signals a live market.WarningPassion without payment is a hobby; payment without passion burns you out.
- Pick your favourite threeTalk the ten through with a few people and carry the best three forward to real validation, not just the one you like most.
Priestley describes noticing a problem ('an unmet need, something not as good as it could be'), following a passion ('I'm massively into snowboarding, so I want to do something snowboarding related'), or spotting payment ('a bunch of money floating around X').
Taught by Daniel Priestley, founder of the Dent Global entrepreneur accelerator and author of six books on entrepreneurship.