How to Overcome the Fear of Failure in your Home Bakery Business

How to Overcome the Fear of Failure in your Home Bakery Business

How to Overcome the Fear of Failure in your Home Bakery

Overcoming the Fear of Failure is one of the issues most of my readers & students have asked me to write about.

A number of unhealthy mindsets have plagued my Home Bakery, but anxiety and fear have challenged me most of my life, so believe me you are not alone.


SO many friends have told me: “Don’t worry about it! What’s the worst that can happen?

I know they mean well, but that question does not bring a baker comfort! In fact, when they ask me this I have a super detailed scenario in my mind of the “worst that can happen”:

What if I invest all this time and love and resources in my baking business and then no one likes my stuff?? And instead of talking to me about it, they end up writing a horrible Facebook review on my page and then no one orders from me again!

OR what if I bake this cake and it slides apart or breaks apart on the way to the wedding venue?? Then the bride has no wedding cake, freaks out and everyone at the wedding stares at me and says in unison: “It’s all your fault.”

That is the worst that can happen.


What I’m trying to say is that I honestly know how you feel.

I’ve had countless sleepless nights. The nights before food markets, before massive orders, food expo’s, weddings, birthday parties… Sleepless nights over frosting not setting in time, things over-baking, cupcakes shrinking, cakes falling, cakes cracking and more…

Another popular favourite in my early days of Baking was that my clients would lose interest over time and I would need to return to my desk job…

And then the biggest fear is that a client won’t be happy with what I baked for them.

I know how you feel.

RELATED: 5 Mindset Shifts of Successful Home Bakery Owners

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BUT I also know now that I DO NOT have to live my life like this… AND NEITHER DO YOU.

I’ve learned how to understand fear & anxiety works, how to manage them and how to overcome them.

Please note that these are my personal experiences on what has worked for me. These tips might not necessarily work for you or appeal to you. But I’m 99% confident that they will bring SIGNIFICANT relief to the quality of your baking life and release a lot of chains from your Home Bakery.

I’m convinced that it’s nearly impossible to build up a sustainable, successful baking business without dealing with your fear & anxiety issues.

Your future success is on the table here, so I encourage you to be open while reading this post.

I would love to see you live a healthy, happy, peaceful and successful baking life.

I’ll start by explaining the most obvious causes of Fear & Anxiety and how to overcome them.


1. Uncertainty Breeds Fear

Have you ever watched The Great British Bake Off?

All the contestants are home bakers just like you and me. And gosh that tent is LADEN with fear!!

Place 12 insecure, unqualified home bakers with limited experience in a foreign environment with 2 famously perfectionistic judges… All broadcast on TV for the world to see!!

It’s so hectic when you think about it… And that’s precisely why I would never do it.

The whole set-up is built to encourage uncertainty. Uncertainty elevates emotions like excitement and fear which makes great television, because your mind will constantly come up with different scenarios of how this might all pan out.

I’m sure you’ve seen some of the bakers make obvious mistakes that could easily have been prevented if they had just researched the bake’s techniques a bit more.


If they understood the required techniques they would have an exact strategy they could DEPEND on! But very often they don’t and now you see them in an utter PANIC, just “HOPING for the best.”

HOPE is a wonderful thing, but not in baking and absolutely not in business either.

If a doctor based his decisions and courses of action on hope instead of scientific research, he would run out of business really soon and possibly lose a lot of lives in the process.

I know this is an extreme example, but I’m using it intentionally to get my point across.


“Hoping” that a bake will turn out great WILL result in heaps of fear because you have nothing to depend on – no science, no study, no research, no proof. You are swimming in uncertainty.

And this is amplified even further in a Baking Business!

Just baking amazing cakes and hoping or assuming people will come running for them is nothing more than “hoping for the best”.

“Hoping” does not guarantee a successful bake, and it absolutely does not guarantee a successful Home Bakery.

My heart breaks when I see the contestants on GBBO mess up their bakes and then say: “I’m just not good enough. Things are not working out for me today.” Kind of like the world is against them and the other bakers are just lucky.

But the truth is that their failed bake has NOTHING to do with their luck or talent.

They should have done their homework!! They should have RESEARCHED their bake into the last detail so that they can UNDERSTAND the science of it and develop a STRATEGY to use on the day.

Their insecurities, talent, lack of qualifications, lack of resources and “luck” are NOT the reason they are failing. It’s because they didn’t do enough research or develop a strategy.

Not having a strategy leads to “hoping for the best” which leads to total uncertainty and results in total fear of failure.

And very often actual failure as well to be honest.


By resorting to “hoping for the best”, you are giving your brain no strategy to rely on. This gives it no other option but to imagine a list of scary outcomes so that you can be prepared for the worst and not be shocked to death by it.

It’s your mind’s way of protecting you.

But if you do your homework, research baking AND business, learn from experts and adopt their strategies; then you are GIVING YOUR BRAIN A COURSE OF ACTION IT CAN FOCUS & RELY on.

It will no longer need to prepare you for the worst and turn on your fear alarms.

Please remember this line: STRATEGY CULTIVATES CERTAINTY.

If you feel that your current approach in your Home Bakery is “hoping for the best”, I invite you to check out the FREE Resource Library with helpful tips, tools and even a Home Bakery Business Plan Workbook. These resources will help you to start developing a clear strategy for your Home Bakery 😀

When there is certainty, fear is not needed for your survival, so your brain won’t call on Mr Fear to protect you.

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2. Failure is just an Event, not an Identity

MOST home bakers are SEVERELY CRITICAL of themselves and their baking. And I am NO exception to that!!

I once received an email from one of my students about her fear of failure. The most heart-breaking line in her email was this: “It’s embarrassingly awkward to enter my online shop… I feel like I’ve failed, really. I have to do something about it or give up.

I honestly have felt the exact same way in the past… Have you? The key to stepping out of that miserable overwhelm of fear of failure is a total change in perspective. And here is the perspective:

LEARNING does not equal FAILING.

They are NOT the same thing. Do not mistake learning for failing!!

I bet if you look back to where you started out you will see how much you have grown and how much you have learned. Learning what does not work is just as important as what does work.

As a business owner you will need to learn to have grace for yourself – you are a wonderful, hardworking student of baking. Be kind to yourself.

A business is not successful because the owner never made any mistakes or never failed.

A business is successful because the owner knew how to learn everything he could from his mistakes and failures.

Mistakes and failure are inevitable on this journey 🙂

“There is actually no such thing as failure. You either get the result you wanted or the lesson you needed.” – James Wedmore

There’s no need to fear failure, there’s only a need to LEARN FROM IT.



3. Perfect Love Drives Out Fear

This is a famous Bible passage that most Christians are very familiar with.

There was a time that this verse actually caused anxiety for me instead of removing it! And it’s because the verse right after it says: “The one who fears is not made perfect in love.”

So my immediate reaction was “Oh no! I’m not made perfect in God’s love! What’s wrong with me?! I’m failing Him!”

But now that God has restored so much in my life – especially over the last 3 years – I have a much better understanding of this passage.

No matter who you are, who your parents are, what race you are, your financial situation, your talents and opportunities… NONE of it will save any of us from the fallen nature of humanity.

ALL of us experience pain in our lives and it is unavoidable.

And what happens when we experience pain?

Right in the heart of that pain, our being questions God’s heart and intentions. His character is questioned.

And then the enemy comes and plants a lie about our heavenly Father right in the centre of that pain.

That seed, that lie, grows into a strong tree and bears awful fruit that we will eat throughout our lives. The people close to us will also have to eat that fruit. Your relationships will absolutely be affected and even shaped by that fruit.

This awful fruit includes FEAR & ANXIETY.

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Your work life will eat that fruit too. Your relationships, business and entire life will end up being shaped by that tree – by that lie.

And there’s usually a whole lot more than just one lie.

And Father God is devoted to exposing those lies buried deep in your heart. But in order to get to them you will need to revisit and process that pain you’ve experienced at various points in your life.

This is extremely difficult and tearful, BUT right after the forgiveness and “letting go” happens, there’s LIBERTY like you’ve never known at the other end.

And most importantly, Father God will replace that LIE with His TRUTH.

This process is what “made perfect in love” LOOKS like.


And the main reason I’ve just explained this process is because one of the awful fruits that grow on “Lie Trees” is FEAR.

Because the lie has created UNCERTAINTY for us about the most basic strategy every human NEEDS more than air – My Dad has got me no matter what (aka Love).

God’s perfect love is a living, dynamic strategy that annihilates uncertainty.


You will now not just “know” that He loves you as an abstract thought…

You will believe with every fibre of your being that He is 100% devoted to your wellbeing and 100% trustworthy.

You know Him and His very nature INTIMATELY and you know you can build your life on that unshakable solidity.


Whenever finances are tight, or a relationship is struggling or you don’t know what to do in your business, you won’t experience fear anymore. Because you know that you can ask your loving Father God to show you where you should walk and that He’ll be thrilled to answer you!


4. Release the Expectation to be a Baking Prodigy

I can bake wedding cakes, but I hate making them because they consume me with fear.

So I don’t bake them anymore. Simple as that.

A successful Home Bakery is not built by trying to bake for EVERYONE. You don’t have to do this to yourself. Read my previous post’s section on Defining Your Niche!

If you’ve researched and practiced a specific bake but it still causes you anxiety, then do yourself a favour and remove it from your menu!


Certain bakes are just better suited with certain types of personalities.

Your reasons can even go beyond that. For example, I also don’t like baking wedding cakes because I find it too challenging to work with stressed brides.

Weddings are also typically on remote venues outside of town and that makes delivery an issue… Especially if there are dirt roads involved! I’ve once seen a wedding cake crack right in front of me due to all the shaking in the car. It was CRAZY scary!!

Do you have the desire to start a Home Bakery, but you feel overwhelmed and afraid that you might fail? Here are 4 incredible, insightful tips for home bakers to overcome the fear of failure and take that step to start their home bakery business. #homebakery #fearoffailure #cakebusiness #bakingbusiness #cakedecorator


All of these reasons combined just made me realize there’s way too much uncertainty, fear and frustration in the Wedding Cake scene, so I removed that service from my Home Bakery.

I’ve never looked back!

So look through your menu and list of services you offer. If they cause fear and anxiety in your life (even after you’ve researched effective strategies) then remove those items.

Your Home Bakery will be a lot more sustainable and successful once you remove them because all that fear will not be draining you every second of the day and night anymore!

Making bakes you are comfortable with and ENJOY baking will increase CERTAINTY in your home bakery. A niche enables you to produce higher quality bakes and eliminate buckets of anxiety in your baking life.


Do you have any more fear & anxiety challenges? Share your thoughts in the comments below because I would love to help 🙂

Chat soon


Got a question? Something to add? Let’s chat in the comments section down below! (I respond to every single comment)

5 Mindset Shifts to Make Your Home Bakery More Successful

5 Mindset Shifts to Make Your Home Bakery More Successful

5 Mindset Shifts to Make Your Home Bakery More Successful

We all want our Home Baking Businesses to thrive and be our full-time job.

And over my last 6 years of full-time baking it’s become crystal clear that our baking talents or resources are not the key factors that determine our business’s success at all!

We keep thinking the reasons our Home Bakery is struggling are our recipes, abilities and lack of resources, but they are not to blame.

It’s not really everything outside you that’s holding your business back, but everything that’s going on in your MIND…

I never used to give much credit to my thought life and mindsets until I went to a psychiatrist (for the first time EVER!) 2 years ago. She told me something I will never ever forget:

The quality of your thoughts will determine the quality of your life.” Powerful statement, right?

And she was right, because your thoughts influence your feelings >> your feelings influence your actions >> your actions determine your results.

That’s the power and authority your thoughts have in your life.

Over the last few months I’ve spent a great deal of time thinking over which specific mindsets I have struggled with as a Home Baker.

Understanding, recognizing and changing these mindsets have been absolutely KEY to my business’s success!

Let’s get to it! Here are 5 Mindsets that are Sabotaging your Home Bakery – right under your nose…


1. Scarcity Mindset to Abundance Mindset

This is a mindset I’ve struggled with since childhood because it stems from competition. All kids are raised in a competitive environment. School is one huge competition. Academics, sports even personality are all governed by competition.

We are taught that there can only be ONE winner.

If Suzie won the 100 meter dash and is the winner, that means I am the loser. BUT, my friend, business is NOT like sports. In fact, business is NOTHING like sports! Especially CREATIVE businesses – and Home Bakeries definitely fall in this category!

The scarcity mindset will let your thoughts play out like this:

Oh no! There’s a new home bakery in my neighbourhood! This is a disaster!
I need to be better and do better than her
How can I get to the clients first?
How can I stop her from stealing my clients?
This has just ruined everything! Oh no, her chocolate cake looks better than mine!! Couldn’t she just have picked another neighbourhood?? I was here first!

The scarcity mind set has taught you that “this town is not big enough for the two of us”… I used to go through this tormenting thought cycle every other day during the first 3 years of my Home Bakery. But that scarcity mind set is a LIE. Plain and simple.

There is no winner or loser in baking!!!!

We are all on the same team here! There’s more than enough sunshine and business for all of us! We have a common goal: to bless the world with ridiculously delicious Home Baking.

Other Home Bakers are your friends, not your competition.

99% of home bakers are kind, generous and loving. They are your teammates. If they win – you win! If you win – they win!

Our goal is not to drive each other out of business, is it? NO!! Our goal is for people to experience the awesomeness of flavourful baking.

And most importantly, remember that there are 8 BILLION people on the planet. And all of them need to eat every day.

The problem is we home bakers just ASSUME we need EVERYONE in our town/city to order from us if our business is going to survive. This is simply FALSE.

Just because someone else is successful, doesn’t mean there’s less success for you. Thinking like this is a FALSE belief that I also had when I started out.

But as a full-time home baker of 6+ years I can now tell you with 100% certainty that you only need about 100-150 loyal clients to succeed. That’s ENOUGH to make a comfortable living as a baker.

You don’t need everyone to order from you. You don’t need thousands of clients to succeed. Just 100-150 loyal clients is ENOUGH. And it’s a very possible goal!

Struggling with people pleasing? In a Home Bakery Business this leads to attracting difficult clients that expect discounts, show up late for their collection, complain and manipulate you to jump through hoops for them over and over again! STOP this cycle. There's a better way. Here's how people pleasing is affecting your baking business and what to do instead... #homebakery #peoplepleasing #homebaking #homebaker


2. You DON’T Need to Please Everyone

I’ve come across hundreds of home bakers that say on all their platforms that they “bake anything for any occasion”.

They have a mindset that this is the only way they can get new clients and be successful. I used to say this too! But it is one of the biggest mistakes that’s sabotaging your baking business!!

Defining a niche is a MUST for any business.

The word “niche” means that you plan your menu and home bakery in such a way that it appeals to a small, specialized section of the population.

The word “small” may be a bit alarming, but let me explain the incredible advantages of defining your niche.   I’ll use a metaphor to illustrate my point.

Let’s say you have a headache and go to the pharmacy to buy some tablets to fix your headache. On the pharmacy shelves you see 2 possible options to help you fix your headache.

On the left you see a box with the words “Quick, effective relief for headaches!”.

On the right you see a green bottle that says: “The tablet that does it all! Fixes hair loss, pimples, stomach cramps, headaches, nausea and dementia”.

Which medicine would you choose? You’d choose the box that specifically fixes headaches, right?

Because it’s purpose and focus is clear. You know that it understands your problem and that it will solve that problem for you. And the same principle applies in EVERY single type of business.

Defining a niche that you are passionate about and good at will grow your business because it will appeal to and thoroughly answer the needs of a very specific type of customer.

That’s why doctors specialize in specific areas of medicine. It’s why hardware stores, jewelry stores, book stores, butchers, carpenters (I could go on and on and on) still remain successful.

They’ve defined their target market and do what they are good at and passionate about. They’ve defined their niche and stuck to it.

They’re considered as experts in their niche and are famous for giving their clients the best service possible.

Imagine if a jewelry store also sold hardware?! American Swiss Jewelry & Hardware.

Your perceived value of their jewelry would decrease drastically, wouldn’t it??

Their reason may have been: “But then we will appeal to more clients! People who want jewelry AND people who want hardware! Our potential clients will increase by 62%!”

BUT by trying to please everyone, even their current jewelry clients will end up moving on to another store that caters specifically to their needs.

So remember, if you’re trying to please absolutely everyone with your selection of products, you will end up pleasing no one.

Lucky for you there’s a guide in the Free Resource Library called “How to Find the Perfect Niche for Your Home Bakery“. Join the Free Resource Library now to get the free guide.


3. Distinguishing a Personal Expense from a BUSINESS INVESTMENT

One of my TOP MISTAKES that held my Home Bakery for 3 YEARS is my inherent, championship grade frugal-ness. I absolutely LOOOOVE saving money. I’ve even written a post on 5 Tips to Save Money in your Home Bakery.

But I failed to understand and embrace the one thing that is BETTER than saving money… And that is making more PROFIT.

Buying something that will enable my business to generate more profit is not “spending”. Such a purchase an investment in the success of your business.

It’s not like you’re buying a dress that you just wear, enjoy and eventually throw out. If it’s a tool or resource that will empower your business to generate more profit, go for it.

The investment will pay itself off in a matter of weeks and you’ll be FAST-TRACKED TO SUCCESS!

In the name of “saving money” I held my business back for 3 long years and I seriously regret it. Investing in a few programs and tools earlier on would have gotten me to my goals 3 YEARS FASTER.

3 Years is a lot of time.

Time is something you can NEVER get back, but money is something you can MAKE back.

During those first 3 years I regularly placed myself in a position where I’d rather spend my time than spend my money. This mind set is exactly what kept be getting to burnout point over an over again…

Listen friend, YOUR TIME IS THE MOST VALUABLE RESOURCE YOU HAVE. Don’t treat it like it’s limitless – because it is absolutely not. It’s priceless.

Invest in time saving tools & resources wherever you can. This will get you to your goals FASTER.

Whether that’s investing in Home Bakery pricing & bookkeeping templates that help you to do your finances in just 10 minutes per week! Not to mention they take all the stress and anxiety out of managing your Home Bakery’s finances.

Or joining my free resource library and completing the Home Bakery Business Plan Template.

Or reading books about how to market your baked goods in a way that customers actually pay attention and place an order! Instead of constantly struggling to get new customers, just learn from the people who have gone before you 🙂 Get my book recommendations here.

Is your Home Bakery stuck and just not growing? Do you feel like you're trying your best, but just not seeing the sales you're longing for? In this post you'll discover 5 false mindsets about life and business that are probably holding you back right now! Learn what they are and learn how to overcome them so your home baking business can succeed faster... #homebaking #homebakery #baking #bakingbusiness #homebusiness


4. Transitioning from a Freelancer to a Boss

I recently watched a video by online entrepreneur Courtney Chaal on this topic. All home bakers start out as freelancers meaning that someone asks for a certain bake for a certain day and we proceed to make it for them.

The client calls the shots. They determine what we make and when we make it. This means that our business strategy is to just REACT to our clients.

You might still be running your Home Bakery this way and be thinking “well, what other way is there??”…

There is another way my friend and that is to become a BOSS and start running your business like a boss.

A boss decides what services and products they do and do not offer. They call the shots and determine the course of their business.

A freelancer is just reacting to clients and their business will end up going wherever their clients end up taking them – which could be in circles and not forward.

There is a COLOSSAL difference between a freelancer and a boss!!

ALL Home Bakers do start out at freelancers, but if you desire success for your Baking Business, you will need to make the mindset shift into the boss world – sooner rather than later.

As soon as you have defined a niche you want to commit to, it’s time to put on your boss pants.

Your clients will no longer be deciding what you bake and when you bake it for. YOU will now be the one deciding how your business is going to operate.

Another amazing benefit of boss pants it that you get to decide who you want to work with or not.

I sometimes get emails from potential clients and their tone will be quite aggressive like they own me or something. Experienced that before?

In theory I know I could accommodate their order, but they don’t respect my batch quantity rule or collection times or expect me to reply to their email over a weekend. ALL of those are signs of someone I do not want to work with.

So then I say NO.

And the BEST perk of boss pants is that you will get to create your own signature products that you can sell over and over again without the need to customize every single bake for every single client.

This enables you to:

Deliver the best possible bakes for your clients,
charge more because the quality is so high,
bake what YOU enjoy and

Are you ready to make that mind set shift into the boss world?

RELATED: How to Find Your Own Unique Baking Style

5. You DON’T Need to be Like Sally

Comparison can be the biggest stumbling block in your journey as a Home Baker.   But I’ve learned that the authority of comparison is only as severe as I allow it to be.

You can walk out of it, free, at any time YOU CHOOSE. Think of it as the “V for Vendetta” prison cell scenario.

Believe me, I know first-hand how difficult it can be to make this mind set shift! We were all raised in a competitive environment as kids. We were graded on everything and every single activity, test, event, etc. was an opportunity for competition!

This has caused our brains to constantly compare our work to other people’s work. Sometimes people close to us will even accidentally say things like “why can’t you be more like that?”.

Any CREATIVE absolutely needs to overcome the obstacle of comparison in order to find their own voice because nothing stifles your own creativity (and confidence) like constant comparison.

Confidence and success will not magically come to you the day that everyone else’s work sucks. That’s impossible! Everyone around you has to keep growing and exploring.

We need to learn how to deal with the brilliance of others and be your own true, awesome self in the midst of that.

Being exposed to the baking talents of others needs to be a healthy, objective experience EVERY time. Remember that all home bakers are your friends – not your enemy or competition!! (read mind set #1 – Scarcity Mind Set)

If you keep comparing your baking to anyone else’s, you will never be able to gain the open ground you need to explore your OWN creativity and authenticity.

Your Home Bakery’s BEST CHANCE AT SUCCESS is completely embracing who you are meant to be – NOT who Sally is meant to be.


6. Overcoming the Fear of Failure

BONUS Mindset!! 😀 But, truth be told, I started writing about this crazy prevalent mind set that MOST Home Bakers struggle with and quickly realized that overcoming the Fear of Failure is a whole blog post on its own…

So I decided to discuss this topic with you NEXT POST. Click here to read “How to Overcome the Fear of Failure in Your Home Bakery”.

There are so many valuable perspectives about conquering fear – I can’t wait for you to read them!! They’ve transformed my life and my business.

Which mindset are you going to start shifting this week? Let me know in the comments below!

Aurelia 🙂

Got a question? Something to add? Let’s chat in the comments section down below! (I respond to every single comment)