David P. Schafer breaks down the S.T.E.P. every buyer takes: setup, trigger, epiphany, path. He argues brands win by guiding each stage instead of competing on features alone.
David P. Schafer
November 20, 2025
Setup; Trigger; Epiphany; Path
What if every buyer followed the same four step story they do? It's called setup, trigger, epiphany, path. Every decision from choosing software to switching toothpaste follows this arc. Brands that understand STP don't just sell. They lead. They show up at the setup, spark the trigger, frame the epiphany and guide the path forward. That's how you become unforgettable in your category. At Scripted to Scale, we help brands master the buyer's STP so you stop competing on features and start leading the narrative.
