ANNINA MÜLLER
Founder · Executive Advisor
15+ years at the intersection of identity and impact · Over 25 organisations since 2019 ·
8+ sectors · C-level and senior executive mandates
Leadership cannot be explained by the role alone.
It has to do with what someone has lived through, professionally and personally. What responsibility they have carried. Which decisions have shaped them. And how they handle situations that have no easy answers.
I work with senior leaders and top teams at strategic inflection points. What becomes visible in that work is how leadership is read: in roles, in dynamics, in decisions, and in the trust that grows or erodes as a result.
This is not only about the role or the system. It is also about the person who is meant to carry that responsibility. Leadership impact only holds when the work, a person's strengths, their energy and the life they actually live are not permanently pulling against each other.
Influence is not built through visibility. It is built through clarity, coherence and trust.
iMPACT NEEDS ENERGY
Working permanently against your own strengths, and against what gives you energy, wears you down. It holds for a while. Then it stops holding. And what is gone is exactly the energy that impact at this level demands.
That is why the question belongs here: what kind of life and what kind of responsibility someone wants to carry over time. Not as a counterweight to work, but because leadership, career and the rest of a person's life do not operate in separate compartments.
I don't start with an abstract search for purpose. The reverse route is closer to how I work: follow your own strengths, take on responsibility where it is available now, and discover through doing where your actual contribution lies.
It rarely shows itself through long searching. It shows itself through deliberate action, experiment and reflection. What gives energy? Where does resonance appear? Where does contribution become visible? And which responsibility can not only be taken on, but carried over time?
WHERE I COME FROM
The through-line in my work is perception: in brand and communications as much as in management consulting and executive advisory.
It began with strong brands: Bally, Peek & Cloppenburg and the PKZ Group. That is where I learned how perception forms, how a narrative holds or collapses, and how much of its effect comes from consistency.
Later, in management consulting at CROSSWALK and in executive advisory at LIFT.THAT.CURTAIN, the question moved to leadership. How are people in positions of responsibility read? What narratives form around them? And what does it take for leadership to be not only intended, but understood, supported and effective?
That is why I don't look at leadership in isolation. I look at how a person, a team and a system interact: what gets said, what stays unsaid, which signals are sent, and where intention and effect no longer match.
WHAT SHAPES MY WORK
I work close to the person and clearly within the business context. What matters is not only what someone says, but what it sets in motion around them.
In many mandates the real issue is not the one named first. It shows up in the distance between intention and behaviour, between role and effect, between what someone wants to achieve and what actually lands.
My work is to make that distance visible and workable: through questions, reflection, framing and direct feedback. The movement itself has to be made by the person or the team. That is precisely why it lasts.
This is not about validation for its own sake. It is about clarity, including where clarity is demanding
FOUNDATION
Strategy, Identity & Communications
MAS Digital Marketing & Communication Management, Lucerne University of Applied Sciences and Arts · CAS Brand Journalism & Corporate Storytelling, MAZ · CAS Brand Management, Lucerne University of Applied Sciences and Arts · CAS Digital Customer Experience, Lucerne University of Applied Sciences and Arts · Bachelor of Science in Business Administration, Major in Marketing & Leadership, Chur University of Applied Sciences
Coaching, Leadership & Team Dynamics
Systemic Team Coaching® Certificate, AoEC · Certified Professional Life & Business Coach, ICF, CERTYCOACH® · Future Leadership, Hyper Island · Zortify GROW & SELECT, User & Coach · Future Mind®, Transformation Management AG · Transform! Simulation Certification / Building the Transformational Company, Strategy Tools
NETWORK
EMBRACITY is a founder-led boutique. Where a mandate asks for more than one person, I work with partners whose expertise I know and whose contributions I can stand behind.
OUTSIDE THE MANDATES
In winter, alongside my advisory work, I occasionally teach private alpine skiing lessons through the Swiss Snow Sports School in Andermatt.
The mountain trains something that also shapes my work: reading conditions, pacing carefully, building trust and staying capable of action in uncertainty.
LET'S TALK.
INITIAL CONVERSATION: We clarify where you or your team stand today, where the journey should go, and what leadership, narrative, or impact gaps become apparent.
NETWORK
Together achieving more
In sharing and implementing ideas together, horizons expand.
Embracity relies on strong partnerships:
Charles Donkor
Executive Advisor on leadership, team dynamics & cultural evolution | Speaker | Founding Partner Coryzon Advisory
Valérie Henzen
Creative Consultant | Thinking Partner | Podcast Host | Founder & CEO minds & heart
Gsponer. Partners AG
Only people make companies successful.
We operationalize the why of your company,
by setting mindset,
Develop skills and strengthen leadership.
Transformation Management AG
Your Partner for Future Readiness! As a management consultancy specialising in Organisational Learning & Leadership, Talent & Succession Management and Cultural Transformation, we support you in strengthening your organisation sustainably and driving its successful development.