Candace Nelson on Why It's Not Your Idea That Matters But How You Bring It to Life, the Importance of Constant Innovation, and the Reason Personal Branding Matters More Than Ever

LEAVE YOUR MARK: Freshly Brewed Career Advice with Aliza Licht

Candace Nelson, a serial entrepreneur, founder of Sprinkles Cupcakes, and author of Sweet Success, got laid off during the dot-com bubble, leading her to reevaluate her career path. Growing up baking, Candace decided to fill her unemployed free time by attending pastry school. This experience unlocked her passion, making her realize that she needed to pursue a career that brought fulfillment and joy. She took a considerable risk and poured her life savings into creating the world's first cupcake bakery. As the original trailblazer transforming the cupcake from a commodity to a luxury experience, Candace was a pioneer. She also came up with the idea of the cupcake ATM, which allows customers to purchase cupcakes 24/7, a solution to her problem of not being able to get her hands on a cupcake late at night while having a pregnancy craving. But as you'll learn from this episode and her new book, you can't just rely on your one big idea. Innovation doesn't sleep, and competitors are just one step behind you. Candace has now expanded into pizza with a brand called Pizzana. Her book, Sweet Success, is a comprehensive guide to entrepreneurship, not a sugarcoated version--she shares the mishaps, mistakes, and hard-earned lessons she learned. In this episode, Candace speaks about the importance of perseverance and resilience and reminds listeners and aspiring entrepreneurs that before a 'yes,' there will be many more 'no's.' She also shares her approach to decision-making, which includes using her gut, heart, and mind, and emphasizes the importance of being intentional in everything. As we face an economic downturn, many people worldwide are forced to reevaluate their careers and what direction they want to go in life. Candace's story and Sweet Success are the perfect inspiration and toolkit for anyone who wants to build a brand.