130 | Is The Yap Challenge Good Morning? Here's What It'll Cost You If You're Not Careful

I've had a version of the same conversation with clients for years now: someone posts a Reel, it does great, and for two weeks they're convinced they've finally cracked it. Then real life happens — a slow week, a vacation, a launch — and the whole thing goes quiet. And they think they did something wrong. They didn't. They just built something that only runs while they're actively fueling it. That's basically what's happening with Jessi Jean's Yap Challenge right now, and I want to talk about...