Accelerate Transformation With Authentic Change

A neuroscience and culture-informed approach that works with how people experience uncertainty, enabling transformation that lasts.

Why Choose Us

Our Approach

We combine cutting-edge neuroscience with deep cultural understanding to create lasting organizational change.

Neuroscience-Based

We leverage the latest research in how the brain processes change, uncertainty, and new patterns of behavior to design interventions that work with human psychology, not against it.

Culturally Intelligent

Every organization has its own culture and context. We don't impose one-size-fits-all solutions. Instead, we co-create transformation strategies that honor your unique environment.

Results That Last

Our methods don't just create temporary compliance; they build genuine buy-in and sustainable behavior change that continues long after our engagement ends.

Dr. Zahra Abdullah

Dr. Zahra Abdullah

Dr. Zahra Abdullah is a former McKinsey Associate Partner, executive coach, and leadership scholar with over 20 years of global experience leading transformation across five continents.

She is the creator of the Authentic Change Model, a neuroscience- and culture-informed framework designed to help leaders navigate uncertainty and drive transformation that lasts.

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The Voice of Success

Testimonials

Steven Jones, PhD Executive & Personal Coach

Zahra has been an invaluable resource in helping me accelerate my business growth. She helped me uncover self-limiting beliefs and focus on what truly drives meaningful change. She is deeply committed to both her clients’ success and her own growth.

Dr. Rehab Badada Strategy Manager, International Medical Center

At a pivotal point in my career, I needed an external professional who could provide objective guidance. Zahra’s structured frameworks and practical processes enabled clarity and empowerment, making both personal and professional next steps feel effortless.

VP of People & Culture Global Professional Services

Zahra is highly knowledgeable and made the work engaging, inspiring, and impactful. Her facilitation style and tools were greatly appreciated by the team. It was one of the most valuable workshops I have attended in many years.

Maria Carolina Serial Entrepreneur

Zahra is a big-hearted, dedicated, and inspiring leader. She helped me improve time management and personal efficiency, enabling me to better organize my work and energy. I highly recommend working with her.

Steven Jones, PhD Executive & Personal Coach

Zahra has been an invaluable resource in helping me accelerate my business growth. She helped me uncover self-limiting beliefs and focus on what truly drives meaningful change. She is deeply committed to both her clients’ success and her own growth.

Khaled Alruwaysan Partner, KPMG Saudi Arabia

I worked with Zahra for three years, first as a colleague and then as a client. In both roles, she demonstrated maturity, partnership, and strong teamwork. Zahra consistently goes the extra mile to build client capability through actionable and sustainable recommendations. She would be one of my top choices to lead any communications or marketing project.

Ana Isabel Carrion Head of Digital Marketing,
LATAM – Coca-Cola

I am grateful for the opportunity to work with Zahra, whose guidance has had a real and lasting impact on my career. Working with her has been transformative. Her ability to ask the right questions, challenge assumptions, and create a space for honest reflection helped me gain clarity, build confidence, and elevate my leadership skills. She brings a rare combination of strategic insight, emotional intelligence, and practical tools that make every session valuable.

Adel Alrabee Managing Director, Teneo

Zahra is one of the strongest female leaders I have had the pleasure of working with. Her leadership was evident during the NIDLP VRP launch, where she assumed responsibility for a diverse team with minimal briefing or supervision. Hard work, critical thinking, and working smarter are among her strongest competencies.

Nour Hawari Co-Founder & CEO @norsoffice

تجربتي مع الدكتورة زهراء كانت جدا مميزة ومختلفة وكان لها أثر كبير في مشواري كرائدة أعمال. شعرت بدعم منها صادق وفهم عميق لوضعي، الدكتورة زهراء ساعدتني احدد اهدافي وخاصة التي صعبت عليا شرحها لها والتي ارغب الى تحقيقها ، وقدمت لي نصائح قيّمة من خبرتها العريقة بطريقة بسيطة وسهلة ،، جلساتي مع الدكتورة زهراء لم تكن مفيدة فقط في الأعمال والحياة المهنية بل كان لها تأثير عميق أيضًا على الصعيد الشخصي حيث غيرت طريقة تفكيري ومنحي منظورًا أوسع وثقة أكبر بنفسي وبقدراتي. أنا ممتنة جدًا لكل الدعم والإلهام الذي قدمته لي، وأوصي بشدة بكل من يسعى للتطور والنمو سواء في مسيرته المهنية أو في حياته الشخصية بأن يستفيد من جلسات الكوتشينج والاستشارات الذي تقدمها دكتورة زهراء

Misty McDaniel Digital Transformation Leader, Salesforce

Working with Zahra through BetterUp was a perfect match. Over the course of six months, she provided guidance, exercises, and meaningful conversations that helped me reconnect with fulfillment at work. Her leadership and consulting experience made a lasting impact.

Ahmed Yousef Chief Strategy Officer, Startup
Builder & Senior Advisor

Zahra is a wonderful, influential, and impact-driven leader. She inspires growth, strategic thinking, and meaningful results. Her marketing and leadership experience served as a valuable source of learning for both consultants and senior leaders.

Loulwa Kalace Mikati Global Learning Manager, McKinsey
& Company

I worked with Zahra on several projects where she demonstrated outstanding leadership and strategic thinking. Her commitment to quality and sincerity created a lasting impact beyond the project timeline. I highly recommend Zahra for senior leadership roles—she adds immense value to teams and organizations.

Lara H. El Sagga, MBA Career Manager, Apple

Working with Zahra means working with a true role model and a people-centered leader. She brings a rare blend of intellect and heart. She embodies leadership by lifting others as she rises and consistently inspires those around her.

Widad Hamidaddin Proposal Manager, McKinsey & Company

Zahra is a natural-born motivator who leads with passion and expertise. Over the course of five years, I worked closely with her on client engagements and internal initiatives, where she consistently excelled as a coach, team member, and thought leader. She is also a champion of female empowerment and a dedicated mother, making her a powerful role model.

Majid Abdullah Matbouly Chief Industrial Valley Officer,
Emaar – The Economic City

I had the pleasure of working with Zahra on multiple occasions. She is an honest individual and a deeply caring leader. While she brings strong marketing expertise, she has also demonstrated remarkable adaptability across non-marketing projects, giving her a unique edge in high-performance environments. I would welcome the opportunity to work with her again.

Ayanda Moropane, MBA Co-Founder & CEO @norsHead
of People & Culture, Pizza Hut Middle East & Africaoffice

When I was starting my consultancy, I reached out to Zahra for coaching. While her credentials are impressive, it is her forthright, curious, and professional approach that made the experience so valuable. She helped me gain clarity on why I was building my business, how to do it, and for whom it was intended. The process was challenging yet deeply rewarding.

Melanie C. Jones Cultural Strategist, BoxD

Dr. Zahra Abdullah is a brilliant, heart-centered professional in the field of change management. What sets her apart is her ability to act as a strategic visionary for her clients. Her excellent coaching skills influence diverse stakeholders and ensure alignment with change strategies. She also has an impressive ability to pivot with grace, identify resistance, and meet clients where they are.

Melody Zhang Senior Brand Manager, Minute Maid
– Coca-Cola

Zahra is an exceptional coach. Her global experience brings a rare and valuable perspective, and her insights into corporate culture, networking, and executive presence are incredibly sharp. She has a deep understanding of female leadership and helped me confidently recognize and leverage my strengths. I’m truly grateful for our work together.

Ready to Transform Your Organization?

Let’s explore how authentic change can accelerate your transformation and create results that actually stick.