Podcast Summary: Creating Confidence with Heather Monahan

Episode: Confidence Classic: Dream It, Bet On It, Build It with Candace Nelson, Founder of Sprinkles Cupcakes
Air Date: January 20, 2026
Host: Heather Monahan
Guest: Candace Nelson

Overview of the Episode

In this inspiring episode, Heather Monahan sits down with Candace Nelson, the trailblazing founder of Sprinkles Cupcakes and co-founder of Pizzana. Together, they explore how Candace went from a risk-averse investment banker to an entrepreneurial force in the food industry. The discussion spans Candace’s early challenges, the pivotal moments that shaped her journey, the role of personal passion and partnership, and tactical advice for anyone wanting to start or scale a business. They also dive into Candace’s book, Sweet Success, which offers a hands-on roadmap for aspiring entrepreneurs.

The tone throughout the episode is candid, warm, and motivational, with both women sharing personal stories and actionable insights.

Key Discussion Points & Insights

1. Early Career, Crisis, and Reinvention

• Candace’s Upbringing and Investment Banking Roots
  Raised in a “very risk-averse family,” Candace followed a traditional path—elite education and a job in investment banking—before the dotcom bust upended her career.
  Quote:

  "I went to a very academic boarding school...figured I would keep marching my way up the pathway to success. But...the dot com bust and I was out of a job without any prospects." (Candace, 03:36)

• Quarter-Life Crisis & Search for Meaning
  9/11 deeply impacted Candace, leading her to question her direction and ultimately choose joy over a conventional career.
  Quote:

  "It was really the first time that I’d ever reflected on what it was I actually wanted to do. So instead of going to business school, I decided to embrace my early childhood love of baking and go to pastry school." (Candace, 05:55)

2. Tuning Out Doubt and Finding Support

• Facing Skepticism
  Candace shares that most people in her life thought her move to baking would be temporary.
  • She emphasizes the value of one supportive voice—her husband, Charles, who left his job to co-found Sprinkles—especially in the absence of entrepreneurial role models.
    Quote:

    "To have that emotional support and have that person by my side who believed in me was truly everything in the beginning." (Candace, 08:31)

3. From Idea to Execution

• Testing the Concept
  Candace describes starting small: baking in her kitchen and gauging traction through word of mouth before investing in a storefront.
  Quote:

  "As much as I want you to dream big, I want you to start small. Start with those baby steps, test your idea, test your thesis for traction before you go all in." (Candace, 11:41)

• Proof of Concept via Unexpected Opportunities
  The 'Tyra Banks Show' requests cupcakes for Tyra's birthday—a powerful validation for Candace’s idea, showing the importance of product innovation and word-of-mouth.
  Quote:

  "I went from literally...being the cupcake pusher on all of my friends at every party to the producer of the Tyra Banks show calling me." (Candace, 12:30)

4. Overcoming Obstacles and Landing the Right Location

• Facing Rejection and Persevering
  Breaking into Beverly Hills' competitive retail space proved humbling, with many landlords rejecting their novel concept before finally securing a spot.
  Quote:

  "No landlords want to rent to anyone who has no experience in retail...I could barely get anyone to call me back...A real testament to perseverance, right? When you think...you’ve heard your hundredth no...Give it another shot. I turned that no into a yes." (Candace, 13:32)

5. The Oprah Moment & Handling Growth

• Scaling Challenges
  Explosive demand (helped by an Oprah endorsement) created overwhelming operational hurdles, with Candace and Charles sleeping on the bakery floor to keep up.
  • The pivotal moment of frosting and hand-delivering 350 cupcakes to Chicago for an Oprah show appearance marked a turning point.
    Quote:

    "Oprah loves your cupcakes...She’d like to have them on your show...Second heart attack happens...No, we were not ready. For months, lines wrapped around the block. We were getting calls from around the world." (Candace, 18:08, 21:21)

6. Purpose, Alignment, and Falling Flat

• The Source of Momentum
  Candace credits her success to being in alignment with her purpose and passion—using food as a way to connect people and bring joy.
  Quote:

  "I think I was fully in alignment. I was driven by this passion. I was also driven by this purpose about...bringing people together, unifying people around food." (Candace, 22:33)

  • She candidly admits that when she strayed from intentional, purpose-driven decisions, she stumbled.
    Quote:

    "I made a couple decisions that were not as intentional or maybe as aligned and fell flat on my face...Good reminder, move with intention." (Candace, 23:32)

7. Writing the Blueprint: “Sweet Success”

• Motivation for the Book
  Candace details her motivation for writing Sweet Success—to empower more women (and others) with a tangible, step-by-step blueprint for creating and scaling businesses, inspired by her experience and mentorship requests after her “successful exit” from Sprinkles.
  Quote:

  “We do a terrible job in this society of just sort of sweeping failure under the rug and then shining a spotlight on the success at the end of the day...I believe in entrepreneurship for everyone.” (Candace, 25:08)

• Who the Book is For
  Geared toward women but universally applicable, aiming to combat imposter syndrome and lack of models for women entrepreneurs.
  Quote:

  “Whether or not you want to Start a business. This is also a love letter to women just to dream big and bet on themselves.” (Candace, 26:52)

8. Tactical Takeaways & Practical Lessons

Book Structure (Highlighted by Heather)

• Part 1: Dream It – How to be a founder (7 steps)
• Part 2: Package It – Embrace your inner marketer (5 steps)
• Part 3: Build It – Multitasking and scaling (5 steps)
• Part 4: Protect It – Legal, leadership, and planning (4 steps)
• Each section includes specific questions and actionable exercises.

Finding Your Passion and Idea

• Look Back to Move Forward
  Candace suggests revisiting childhood joys, examining flow states, and leaning into frustrations as wellsprings of business ideas.

  "I looked back to my childhood...when I was in my flow...but not every passion is going to translate into the idea...you have to look for market need, existing problems, or reinvent something." (Candace, 30:16)

Pricing: Premium Positioning

• Upping the Value & Confidence Candace positioned Sprinkles as luxurious and artisanal, justifying a higher price point through quality—using Howard Schultz and Starbucks as analogies.

  "You cannot sell anything to anyone else that you do not wholeheartedly believe. And I just thought about the value that I was creating..." (Candace, 33:38)

Imposter Syndrome & Building Confidence

• Embrace, Reframe, and Recall
  View imposter syndrome as a sign of growth; build confidence by recalling previous accomplishments.

  "If you are feeling imposter syndrome, sometimes it’s just because you are...stretching yourself...that’s a good thing." (Candace, 34:40)

You Don’t Need to Reinvent the Wheel

• Find Your Unique Angle
  Examples discussed include Kim Kardashian’s SKIMS (community/branding over product), Gail Becker’s Caulipower (leaning into frustration & trends), and Annie’s Organic.

  "You don't need to entirely reinvent something." (Heather, 35:48)
  “It’s not enough just to have the idea, you have to take the action. The action is the all important step.” (Candace, 40:02)

Action Over Ideas

• Dreamers vs. Doers
  Many people have the same idea; only action differentiates success.

  "...they were really just highlighting the difference between the dreamers and the doers." (Candace, 40:02)

Small Steps and “Following the Breadcrumbs”

• Start Small, Move Forward

  “Did I have a dream to have a nationwide cupcake business? Yes. But...I started small...One step after another...that push...became this pull.” (Candace, 42:03)

Branding: Crafting Emotional Experience

Candace breaks down how Sprinkles branding wove joy, nostalgia, and delight into every detail—from product to social media.

“Brand played such an important part...it starts with your reason for being, your why...delivering on that brand purpose in everything you do.” (Candace, 43:56)

Notable Quotes & Memorable Moments

• On the power of partnership:

  "To have that emotional support and have that person by my side who believed in me was truly everything in the beginning." (Candace, 08:31)

• On the Tyra Banks call:

  "I went from literally...being the cupcake pusher on all of my friends...to the producer of the Tyra Banks show calling me." (Candace, 12:30)

• On the Oprah effect:

  "No, we were not ready. For months, lines wrapped around the block...we had one tiny bakery location." (Candace, 21:21)

• On following your passion:

  "If it could all end tomorrow, what would my legacy be? Just sitting at a computer and crunching numbers?" (Candace, 05:55)

• On action vs. dreaming:

  "It's not enough to just have the idea, you have to take the action. The action is the all important step." (Candace, 40:02)

Timestamps for Key Segments

• [03:36] – Candace’s background, dotcom bust, and soul-searching
• [06:38] – Tuning out skepticism, value of a supportive partner
• [11:41] – Start small, test your idea
• [12:30] – Tyra Banks call, product validation
• [13:32] – Real estate struggles and perseverance
• [18:08] – Operational chaos, the Oprah call, explosive growth
• [22:33] – Alignment, passion, and moving with intention
• [25:08] – Why Candace wrote Sweet Success
• [30:16] – Finding your passion and unique idea
• [33:38] – Premium pricing, Starbucks analogy
• [34:40] – Imposter syndrome reframed
• [35:48] – Value in rebranding over invention
• [40:02] – Action separates dreamers from doers
• [42:03] – Small steps toward big dreams
• [43:56] – Crafting a powerful brand

Final Thoughts

This episode serves as both an uplifting narrative and a tactical guide for aspiring entrepreneurs. Candace’s authenticity in sharing failures alongside wins, and her articulate breakdown of the practical journey—from ideation to branding and scaling—make this a must-listen for anyone ready to dream, bet, and build their own future.

Where to Find Candace Nelson:

• Book: Sweet Success (Amazon, bookstores)
• Socials: @candacenelson (Instagram, TikTok, LinkedIn)
• Business: Pizzana (SoCal, expanding to Texas, nationwide via Gold Belly)

Heather’s closing message:

“Get the book Sweet Success. Get ready to go to the next level. Candace, thank you so much for creating it. Thank you for giving it back. And please don't stop creating. We all need what you're making.” (Heather, 46:32)