About
Who is Anthon Muller?
Anthon Muller is the founder of AMU Consulting Services and a business, technology and AI strategy advisor with more than twenty years of global execution experience — including senior product, strategy and commercial roles at Barco, Vodafone Group and Vodacom Business across EMEA, APAC, Africa and the Americas.
He works with founders, scale-ups and enterprise leaders on the decisions that decide whether a business grows: positioning, product, go-to-market, commercial model, funding, exit and AI.
- 20+
- Years
- 4
- Enterprises
- 3
- Continents
- 8+
- Sectors
Enterprise pedigree. Founder pace.
Most advisors have either enterprise scale or startup speed. The work here comes from carrying both: global product and commercial mandates inside large organisations, and the build-from-nothing pace of standing up new businesses inside them.
At Barco, that meant global services and innovation strategy, with business development and market expansion across EMEA, APAC and the Americas. At Vodafone Group it meant product strategy for 5G cloud and big data analytics — turning data assets into commercial revenue streams across eight sectors. At Vodacom Business it meant building a managed enterprise mobility services business from zero to a standing P&L across Africa.
The through-line is the same problem in different clothes: a business with real capability that is not converting it into repeatable growth. The Five Pillars Diagnostic exists because the constraint is almost never where the leadership team assumes it is.
The AI work is a continuation of that, not a pivot. The question is never which model to use — it is what your business becomes once AI sits underneath the workflows that run it, and why that is hard for a competitor to copy.
Enterprise pedigree
- Barco
- Vodafone Group
- Vodacom
- Sitecore
Track record
Where the experience comes from
Barco
Global Director, Strategic Product Marketing: Services & Innovation
Led global services and innovation strategy, drove business development and market expansion across EMEA, APAC and the Americas, and delivered invited executive briefings for India's Ministry of Information & Broadcasting.
Vodafone Group
Global Product Strategy — 5G Cloud & Big Data Analytics
Built monetisation models that turned data assets into commercial revenue streams across retail, FMCG, banking, outdoor media, real estate, logistics, public sector and insurance.
Vodacom Business
Managed Enterprise Mobility Services, Africa
Built and ran a new managed services business from the ground up — product strategy, go-to-market execution and regional partnerships — scaling it to a standing P&L across Africa.
Sectors worked in
- Telecommunications
- Technology & Software
- Media & Broadcast
- Financial Services & Banking
- Retail & FMCG
- Logistics & Distribution
- Real Estate
- Public Sector
How the work is done
Four things that do not change
Strategy before capital
A business that only grows when money arrives is a funding business, not a growth business. The work starts with what would still compound if the next round never closed.
Operator, not commentator
Twenty years carrying a number inside global enterprises. Every recommendation has to survive the question of who does it on Monday, with what, and by when.
Evidence over opinion
Positions get written down with the assumptions that support them and the conditions that would falsify them. That is what makes a strategy reviewable.
Small number of bets
Most plans fail because everything was a priority. Fewer bets, explicit kill criteria and a decision date on each one.
Start with 30 minutes
Thirty minutes, five pillars, one honest read on what is actually constraining growth. No obligation, and a written summary within 24 hours.