Sweet Success

A Simple Recipe to Turn your Passion into Profit

This title was previously available on NetGalley and is now archived.
Buy on Amazon Buy on BN.com Buy on Bookshop.org
*This page contains affiliate links, so we may earn a small commission when you make a purchase through links on our site at no additional cost to you.
Send NetGalley books directly to your Kindle or Kindle app

To read on a Kindle or Kindle app, please add kindle@netgalley.com as an approved email address to receive files in your Amazon account. Click here for step-by-step instructions.
Also find your Kindle email address within your Amazon account, and enter it here.
Pub Date Nov 08 2022 | Archive Date Feb 23 2024

Talking about this book? Use #SweetSuccess #NetGalley. More hashtag tips!



For the first time ever, founder of Sprinkles cupcakes, Candace Nelson, is sharing the recipe for success in her new book, Sweet Success. She will walk you through the steps she took to build a globally beloved brand, so you can do it too. Although she deals in frosting, there’s no sugarcoating here. Candace pushes back the kitchen door to reveal mistakes, misses, and lessons learned the hard way. Readers will learn how to:

  • Obtain the key ingredients to any successful business
  • Craft the mindset of an entrepreneur
  • Learn the secret recipe for packaging a product for profit
  • Turn kitchen experiments into top selling products
  • Cultivate a community of brand evangelists
  • Step into a personal brand to amplify the business
  • Know where to put marketing dollars most effectively
  • And much more.


In a time of unprecedented disruption and innovation, people are rethinking career and professional purpose. It’s never been a better time to start a business. Sweet Success dispels the myth that entrepreneurship is reserved for an elite few and is a must-read for anyone with a passion needing a place to start or a push along the way.

At a career crossroads, instead of going to business school like her peers, Candace Nelson reflected on what she really wanted to do—and did what nobody, including Candace herself, would have expected. She poured her passion and life savings into creating the world’s first cupcake bakery. Today, Sprinkles Cupcakes and its Cupcake ATMs have become a globally recognized brand, celebration mainstay and inspiration for entrepreneurs everywhere.


For the first time ever, founder of Sprinkles cupcakes, Candace Nelson, is sharing the recipe for success in her new book, Sweet Success. She will...

Available Editions

EDITION Other Format
ISBN 9781400231508
PRICE $28.99 (USD)

Available on NetGalley

NetGalley Shelf App (PDF)
Send to Kindle (PDF)
Download (PDF)

Average rating from 15 members

Featured Reviews

[arc review]
Thank you to NetGalley and Harper Collins Leadership for providing an arc in exchange for an honest review.
Sweet Success releases on November 8

I really enjoyed this! I've always been interested in marketing and entrepreneurship — pair that with an already existing culinary degree — this was told through language that was relatable and familiar to me, making this easy to digest and visualize.

The step by step processes were clear to follow, and the recaps through "food for thought" and "hot top" added cohesiveness.

Integrating examples of other successful brands and companies that most people are exposed to on a regular basis added a nice element and helped to paint a wider picture. At times, there might have been too much focus on brands other than "Sprinkles" - I personally didn't mind it since it allowed me to understand on a deeper level, however, if a reader came specifically for the "Sprinkles" success story, I can see where they might lose some interest.

All in all, this was a great read. Having already been familiar with the Sprinkles company and products such as the Cupcake ATM prior to reading, it made the experience even more enjoyable.
The addition of illustrations throughout really brought it to life and added a touch of whimsical.

"As you preheat your oven, gather your ingredients, and prepare your recipe, remember that the convection fans of reality may blow your passion sideways as it rises. But as long as you keep your trays spinning, your dreams will bake to perfection, and you will reach your very own sweet success."

Was this review helpful?

I love a Sprinkles cupcake and I was a fan of Candace’s podcast while it was airing. This is a behind the scenes peek at how she made her company a success; she shares everything she learned along the way. It felt thorough and candid: she did mince words for how hard it was to be an entrepreneur. But she also made sure this was a fun, engaging read. I hope she plans on writing more books or cookbooks!

Was this review helpful?

In an interview, Nelson said one motivation for writing the book was the high number of requests for guidance she receives. With limited time to give one-on-one advice, Nelson resolves the supply/demand dilemma in book form. In this worthwhile read, she narrates her story of "sweet success" to educate and encourage the widest audience of aspiring entrepreneurs.

Was this review helpful?

This book is part instructional and part biographical. It focuses on baking of course. However much of the information can be applied to a variety of small businesses.

Was this review helpful?

Thank you for providing me with more information. Here is my review of "Sweet Success" by Candice Nelson:

"Sweet Success" by Candice Nelson is a fantastic read for anyone interested in baking and entrepreneurship. As the founder of Sprinkles Cupcakes, Candice Nelson shares her inspiring journey of how she started her business from scratch and turned it into a multi-million dollar empire.

The book is well-written and engaging, and the author's passion for baking and entrepreneurship shines through every page. She provides valuable insights and advice for aspiring entrepreneurs who are looking to start their own business, and also shares some of her signature cupcake recipes along the way.

What I appreciated most about this book was how honest and candid Nelson was about the challenges and setbacks she faced in her journey. She doesn't sugarcoat anything and provides a realistic portrayal of what it takes to start and run a successful business.

Overall, "Sweet Success" is a highly recommended book for anyone interested in baking, entrepreneurship, or just looking for some inspiration to pursue their dreams. It's a delightful read that will leave you feeling motivated and ready to take on the world.

Was this review helpful?

Who doesn’t dream of turning their passion into a liveable income? Who doesn’t want to only do what they love? Who doesn’t want to make a living out of something that brings them joy?

This article sums up 10 lessons on how to follow your passion and turn your hobby into full-time work!

They are all from the wonderful book “Sweet Success” by Candace Nelson. The tips here work for any passion you may have, but this book cannot be missed if you want to open a bakery!

Candace Nelson is a thriving entrepreneur, first known for co-founding Sprinkles, the cupcake empire. She since has extended her work into Pizzana, a fast-growing chain of award-winning Neo-Neapolitan pizzerias and continues to expand her portfolio. Author of the New York Times Best Seller “The Sprinkles Baking Book,” co-creator and executive producer of Hulu’s upcoming “Best in Dough”, executive producer and judge on Netflix’s “Sugar Rush” and of Food Network’s hit show “Cupcake Wars”.

…and now, the actual lessons…

As a founder, be prepared to be everything for your company. Everything! You have all the roles: from creating the product to taking out the trash. It is, as the author puts it, “exhausting and exhilarating”, but worth it.
Find your passion — it needs to be something you can obsess about every moment of your day because you will have to be consumed with it in order to succeed.
Add purpose to your endeavour – make it emotional so that you have something to offer besides the product itself. This is what will captivate your customers.
Embrace challenges: try things you are afraid of just so that you learn and grow and make sure you start before you feel ready (because, let’s face it, you never will — imposter syndrome is real, especially affecting women).
Welcome failure! To fail is a universal experience. The only difference between a pro and a novice is how they deal with it. A pro will accept it, learn from it and just swiftly move on.
Ideally, you’ll have a unique product, but that is extremely rare. However, you can definitely stand out by having a unique spin on a product and making it personal and distinctive (check out this article, if you need more ideas on how to innovate).
Figure out the problem you’re solving — this will help in promoting your product and reaching the right customer for it.
Know your competitors. Become their customer. Understand them and their strategy enough to be able to differentiate yourself.
When your product is created, be prepared to step into the spotlight to promote it — you are your business’s biggest advocate. Remember that customers buy you as much as they buy your product. You need to keep that in mind and be in alignment with what you sell: for example, if you’re having a family-friendly product, you better maintain a family-friendly language whenever you’re interviewed.
Spend money where they are needed. If you own a bakery or a restaurant, you know your kitchen equipment is vital to the business. If you own an online business, you’d better make sure your website is always functional. There is no universal tip here. It is for you to decide where money should go, but never, ever skimp on what is essential to your specific endeavour.
…and a Bonus Tip:

Building culture is essential for organic growth. You want your employees to convey the feel of the company and of the leadership in every aspect of their interaction with customers and colleagues. That means leading by example.

Assume that everyone is always watching you and copying your attitude. It also means real appreciation (a.k.a. recognition plus financial benefits) for each and every one of the people whose actions create a better business.

This book was inspiring! I hate cooking, yet I was prepared to open my own bakery after reading it!

The advice here is so practical and the stories so real and personal, you actually get to not only understand the mindset and ideas of a startup founder but also feel her passion.

Though the ideas above can be applied to absolutely any business (and that is a big plus), Candace Nelson also explains all the ways in which she innovated the baking world with her “Sprinkles”. The story is beyond fascinating in these aspects:

First, she had the idea of a cupcake-only store, which in itself is wow!
But then you also understand how she got to the Cupcake ATM — for the midnight cupcake lovers!
She was amongst the first to use social platforms to grow their businesses with tactics like “whisper word” (a secret word shared on social media that would get you a free cupcake).
She continuously experimented with her recipes, inviting people on social media to exclusive tastings. They got to decide on the cupcakes chosen for mass production by filling out forms with their impressions along with a free, new cupcake.
[…] when you try to be everything to everyone, you lose your identity. That’s dangerous. Know your mission, what you’re about, and stick to it — especially in the beginning.

“Sweet Success”, by Candace Nelson
I hope you found this article helpful. If so, consider reading the book yourself and see what other great ideas and practical tips you can gather from it, as the behind-the-scenes of a starting business are amazing!

P.S. More than for other books, the detail the author put in the book’s design, look and feel is astounding. From playful fonts to beautiful colours, I loved them all!

Was this review helpful?

Readers who liked this book also liked: