Candace Nelson

It extended to our fun, playful decorations on top of the cupcakes.

It extended to even the marketing initiatives that we did.

There was a time when we used Facebook back in the early algorithm days

to put out these whisper words.

And if you came into the store and whispered a certain word, if you followed us on Facebook, you'd get a free cupcake.

So you'd see these people in line, like leaning over to the cashier.

And it was like this secret private club whispering into the cashier's ear.

And then everybody's like, what is that?

What's going on?

And so just these moments of like fun and nostalgia and delight,

sprinkled through all parts of our business.

And that comes from the branding exercise you do at the very beginning of starting your business, which is like, who are you?

What are you trying to do?

What's your larger reason?

And then delivering on that brand purpose in everything that you do.

Thank you.

So Sweet Success is available on Amazon, but I also hope people will look for it in their independent bookstores.

And that includes Barnes and Noble.

And I am on TikTok and Instagram and LinkedIn at Candace Nelson.

That's C-A-N-D-A-C-E, not I-C-E.