Finding a more profitable business within your existing business.
In conversation with Emcee Angelica Malin, who shares her process of going all in on her professional pivot.
Welcome back, to the interview series where I ask entrepreneurs to divulge details behind their business shifts, new seasons and pivots.
Today, I am joined by the incredible Angelica Malin, Emcee, Host & Moderator.
Angelica Malin’s journey to doubling down on one very small part of her business, and going all in on Emceeing.
Have you ever felt like your business is missing those ‘quantum leaps’ that others seem to benefit from? Angelica Malin has.
After a decade working as a journalist, editor and PR consultant Angelica, who also goes by Jelly, decided to double down to lean into one particular side of her business — Emceeing.
If, like me, that isn’t a word in your every day vocab… an Emcee / MC is an event host who engages the audience, brings the programming together and moderates the conversation at events.
Read on to learn how Jelly streamlined her focus, made more money, and got more time back to spend with her daughter with this one strategic shift.
Q: What were the signs that you needed to make a change?
A: Jelly describes getting to the end of every week and feeling she had only made incremental progress on a few things rather than seeing any major leaps in any one area. It became clear she was spreading herself across too many projects (PR coaching, writing, and MCing). She realised also feeling disconnected and craved more real-world interactions and sense of community — having recently relocated from London to NYC and being a new mother, working from home felt isolating.
Whilst listening to a podcast episode with Jimmy Carr one day, this line stuck out:
"Do you really think you can be as good at two different things? When I spend 100% of my time on one thing, I’m going to be better than the next person."
— Jimmy Carr
She describes this as the wakeup call she needed to commit to truly excelling in one craft that was already in her wheelhouse: Emceeing. Hosting events stood out as a perfect blend of creativity, performance, and connection.
”I decided to lean into one thing and try to become a specialist in something relatively niche. I wasn’t sure how big the market was, but I thought, "I’ll go all in and see what happens." It’s scary going against the grain, but I wanted my days to feel different”.
Q: What were the initial steps towards this pivot?
A: Jelly realised that she could streamline her focus and also break the link between trading time for money by developing a high-value skill that would enable her to make more income in fewer hours. She made what she describes as the daunting decision to start saying no to other revenue streams.
Having spent a good part of the previous ten years writing, she stopped pitching publications and told prospective PR coaching clients her services weren’t available to buy. Despite this being a daunting decision she said said “letting yourself be in that fear place is helpful and exciting in a way”.
Q: What considerations did you have to make as part of this shift?
A: Jelly says that unlike freelance journalism, there is no clear path or blueprint for the career of freelance Emceeing, and she was able to name just a few who do it full time successfully.
She was also aware of the cyclical nature of Emceeing which typically means busier winters and quieter summers.
”This meant understanding from a cash flow basis what my year might look like and also riding that out emotionally, knowing that the summer might be quiet, and it's not reflection of me. You have to do a full year of something to get to know the seasons and then be able to trust things that things will pick back up”.
Q: Where are you in the pivot process now?
Jelly said that it took her a while to adapt, for example getting to know the American conferences culture and key players, plus figuring out how her British sense of humour landed with American audiences! She describes refining her approach through trial and error, adapting her routines and delivery.
Today, she’s hosting large conferences, including audiences of 500+ with major brand clients.
Along the way, she has defined a brand of her own that is authentic yet professional going from “initially wearing black suits and white shirts to look very clean and professional”, a look she felt might have been a confidence boost but then not feeling like herself so returning to her signature look of colourful suits and hair bows. “The corporate space can feel dull and people want that bit of sparkle and energy”.
She’s also proud of her business development strategy that has focused on developing her LinkedIn presence. Specifically, going from 17 ‘recommendations’ to over 100: “I hustled to make this happen, including adding QR codes to event slides and proactively asking for testimonials on the spot”.
In a short space of time, Angelica has gone from being a new entrant on the New York Emcee circuit to an 'obvious choice' for clients. The power of personal PR!
Q: What sacrifices have you made to make this change possible?
A: A surprising trade off Jelly has made, despite being freelance, is losing some creative control. As an Emcee, serving clients with their own agendas and requirements, means following the scripts and ensuring she is fulfilling sponsors’ needs.
”Each client feels like a boss. This adjustment felt like an ego death at times, as I’ve had to become more of a 'yes' person to succeed.”
But said that this trade-off has been worth it for the financial and lifestyle gains she’s had. “I can I can do the work for the day that I needed, get paid pretty well and then be home. Not many things allow you that freedom which is really cool”.
Q: What advice do you have for anyone going through a pivot?
A: Jelly tells The Ask readers to "sit with the discomfort and hold your nerve. Pivots take time, and results aren’t immediate”. She told me about the power of staying consistent even when it feels like nothing is happening you have to trust yourself “the only person you need to convince is yourself.”
Jelly was keen to drown out external voices who might overly-influence your decisions - including her husband who had reservations about her strategy! “Validation from others can be draining, and ultimately Less noise in your career is better—unless it’s from a coach”.
She also told me (in a final word that affirmed why Jelly was a perfect guest for this piece!) that “the process of pivoting is growth in itself”.
I couldn’t agree more.
Stay in touch with Angelica
You can follow Angelica on LinkedIn, hire her via her website. And for expats, mothers, or anyone living a creative career her Instagram is well worth a follow, too!
I loved hearing the truth behind Angelica’s journey, a powerful reminder that being bold and trusting yourself is absolutely essential in business success. And, the act of business building IS personal development. All the good stuff I preach over here at The Ask ;-)
So if you’d like support with your own pivot or next bold move in business…
Check out some of what’s on offer from me, Ellen, business coach for founders ready to evolve:
Download a 3,700 word guide I’ve written for you — if you think something might be off, you’re exploring a pivot and want figuring out the right next step in business
Find out exactly how your business is doing (and where you need additional support) with the 2025 Annual Health & Wealth Planner.
For longer term support, the 1-1 coaching programme High Expectations designed for seasoned entrepreneurs exploring their next phase in business book a call or email me.
What an inspiring journey! Love how Jelly turned uncertainty into opportunity by doubling down on her niche. The power of saying no to good opportunities to make space for great ones is something more entrepreneurs should talk about. Her LinkedIn hustle and staying consistent even during tough times is a great reminder that patience and self belief pay off.