Keystones: Who Needs an Extreme Version of What You're Best At

Passionate purchase decisions don't come from sort-of liking a few features. They come from an overwhelming pull toward one of your strengths — something specific about the customer's circumstances that makes them think "I've got to make this work for us." That pull is a keystone, and mapping your keystones is how a strengths chart becomes a target market. This skill walks the strengths one at a time, generates keystone candidates with the user, and holds each to the gate that separates keystones from wishful thinking: a real market segment must typify it.

The mental model

What a keystone is