A 4 Ps framework for student retention strategy is a construct for reframing the retention discussion in a way that enables institutional improvement by challenging some conventional wisdom and prevailing perspectives that have characterized retention strategy for years. It opens new possibilities for action and improvement by suggesting that institutions embrace the following concepts: (1) Graduation rates are institutional attributes as much as they are institutional accomplishments and are largely a function of institutional and student "profile"; (2) Insofar as degree completion is the outcome of successfully meeting the academic requirements of a curriculum, academic "progress" is at the core of retention strategy; (3) Just as a rising tide lifts all boats, improving broad "processes" that affect the greatest number of students is the optimal institutional focus; and (4) Focusing on those student outcomes that are integrally a part of the institution's core purposes and brand "promise" brings reciprocal benefits to the institution as much as to the students.