Step 1: Activate the yeast
In a mixing bowl, combine warm milk and sugar. Stir in the yeast and let sit for 5–10 minutes until foamy.

Step 2: Make the dough
Add eggs, melted butter, salt, and 3 cups of flour to the yeast mixture. Mix on low speed until combined, then gradually add the remaining cup of flour. Knead for 8–10 minutes until the dough is smooth and elastic.

Step 3: Let it rise
Transfer dough to a greased bowl, cover with a towel, and let it rise in a warm spot for 1–1.5 hours or until doubled in size.

Step 4: Roll and fill
Punch down the dough and roll into a 16×12-inch rectangle on a lightly floured surface. Spread with softened butter. In a small bowl, mix brown sugar, cinnamon, and cocoa powder. Sprinkle evenly over butter, then top with chocolate chips.

Step 5: Roll and cut
Roll up tightly from the long side into a log. Slice into 12 even pieces using a sharp knife or floss. Arrange in a greased 9×13 pan.

Step 6: Second rise
Cover and let rise again for 30–45 minutes until puffy.

Step 7: Bake
Bake at 350°F (175°C) for 25–30 minutes, or until golden on top and cooked through.

Step 8: Ice and serve
Let the rolls cool slightly, then drizzle with glaze, spread with cream cheese icing, or pour warm ganache over the top. Serve warm for maximum gooey deliciousness.