Deal-Breakers: Who Will Never Buy, No Matter What

A buyer can have three keystones and still be disqualified: if they require SOC 2 and you don't have it, there is no deal — deal-breakers trump keystones, and purchasing committees lament it as often as vendors do. This skill maps those disqualifiers from the weaknesses chart, names the anti-market segments who live behind them, and then does the move that sharpens everything upstream: honing each keystone segment with the qualifiers the deal-breakers force.

The mental model

Weaknesses → deal-breakers → anti-market