It started in 2020.
Two young gals, Blake and Jen, launched their new online bakery during a global shutdown. They were very similar—ambitious, energetic, and hard-working—and even followed the same marketing strategy.
One short-form video content a day titled:
“A day in my life as a bakery owner.”
The videos went viral, creating a global fanatic.
But five years later…
Everything changed on Jan 19, 2025.
“Sorry, TikTok isn’t available right now”
Overnight, both bakeries lost 99% of their traffic.
Jen was up all night, stressing over how to save her bakery if TikTok stays shut.
On the other hand…
Blake didn’t lose much sleep.
Yes, traffic is low. Yes, acquisition is becoming harder. But she still has a moat—a strategy that can generate steady, consistent cash flow every day, week, and month.
This means she can tolerate months of low traffic until she finds a new traffic solution.
So… what’s the difference?
An Email List
Plus, a system to turn customers into repeat customers without relying on any single social media platform.
And if you, too, want this moat, reach out.
I’m not taking on any new clients in January… but we can still talk.
Cheers,
– WYH
PS – Part 2 is coming tomorrow…