Candace Nelson

And I have a note on finding the one thing to speak about later.

But I look back to my childhood and I look back to what I love to do in my spare time, when I was in my flow, when I was just so like engaged in what I was doing that I didn't realize time was passing.

Now, I don't think every passion is going to translate into the idea.

There are other

things that i'll take you through in the book to kind of make sure that you're on the right track and to you know lean into frustration to find that idea or look to you know look internationally for inspiration or just to reinvent something that already exists but do it better you

And that's essentially what Sprinkles was, right?

I did not completely reinvent the wheel.

I did not invent the cupcake.

But I realized it needed an update.

And I realized that if I explored it through new eyes, in new innovative ways, I could create a whole new industry.

I really had to take a stand and that was hard for me.

I was worried about charging those prices.

It was not something people were used to.

But first I had to get really comfortable with it myself.

Like you cannot sell anything to anyone else that you do not wholeheartedly believe.

And I just thought about the value that I was creating, working with the best chocolate, working with the best vanilla, baking fresh all day long, you know, hand frosted.

This was an artisanal product.

And then to get a little bit of extra confidence, I looked at what Howard Schultz had done, right?

Here was something, coffee, that people were used to either brewing in their home or getting at the gas station.

And they were lining up to spend $5 on a latte.