Global Experience, Local Touch.

Unlock Potential, Power Creativity ✶

Your Ideas, Real Impact ✶

Unlock Potential, Power Creativity ✶ Your Ideas, Real Impact ✶

For You.

  • Create effective workflows and streamline processes to suit your needs.

  • Build People Management Protocols that suit your current and future stages.

  • Explore and implement technology that supports your everyday.

  • Develop and operationalise a strategy that is made by you and for you. Take your idea or current business to the next level.

  • Define and develop change and transformation strategies to continue your growth and continue building.

  • Sometimes, you don’t have the capacity or the person on the team to deliver your project with impact and efficacy.

Small, but Mighty.

Zara Bartels

I'm a Business Transformation and Operations Strategist with 20+ years of experience across Media, Technology, Legal, Healthcare and the Creative industries. Known for blending strategic thinking with creative problem-solving, I help organisations design scalable systems, lead transformation projects and build people-centred operations that drive sustainable growth.

My unconventional career journey — from being the longest-serving Dance Captain globally for Disney’s The Lion King to leading operational and technology transformation programmes within high-growth startups and major organisations — gives me a unique perspective on leadership, innovation and change.

As Founder of What Is, Must Is, I support entrepreneurs, creatives, startups and MSMEs to strengthen operations, unlock growth and build businesses that balance impact with performance.

Based in Trinidad & Tobago, I work globally with organisations committed to doing meaningful work differently.

The Process

Plan

Together, we outline a path forward that's realistic, strategic, and tailored to your specific needs.

Collaborate

You're part of the process. We keep communication open and decisions shared—no black boxes or surprises.

Deliver

When we deliver, it's not just a finished product—it's a solution you can trust, backed by real care and effort.

Adapt

Every project is different. We stay flexible and responsive to make sure the process fits your flow—not the other way around.

What Folks Say

  • 'I consulted with Zara to brainstorm an idea I had for my business. She was immediately able to grasp an understanding of my bigger vision and help me structure a comprehensive plan to bring it to fruition. In addition, she came up with additional layers that I had not even considered at that point, which would facilitate the growth and expansion of my business beyond what I originally thought possible. Her brain is incredible. I highly recommend her. '

    - Perimenopause Wellness & Life Coach -

  • "I hired Zara to work with me on one of my biggest event projects for my organisation. She quickly fit in - displaying exemplary organisational and communication skills. Her ability to take on the planning and coordination of projects and events proved a most valuable asset to the team, as well as the success of the events. I look forward to working with Zara again on future projects."

    -Brand Manager | IT Services and Consulting -

  • "I have had the pleasure of working with Zara when the company was growing at an exponential rate. The company demanded new scalable systems that Zara did an impeccable job of implementing, some entirely from scratch! She was also entrusted with developing the team, and set up optimised systems and processes that exist to this date (10 years later). We worked together on a number of projects; I always learnt something valuable from our ventures and her solution-oriented approach, and strategic high-level thinking helped her excel on these projects and made her a great Manager of the team. Zara has a great passion and drive towards her work that makes her an invaluable member of any team."

    -Finance Director | Hyper-growth startups-

  • "I had the pleasure of working with Zara. During this time Zara introduced a number of foundational processes that helped the whole organisation run more smoothly. These included introducing an accessible HR system, implementing straightforward data handling policies and practices and streamlining the day to day routings and rituals of the design studio including catering and meetings. Zara is clearly brilliant at what she does and passionate about creating operational strategies and people processes that work for everyone. I loved working with her and I can highly recommend her without hesitation. "

    —Senior User Research Manager | Health-tech Startup-

How can I help?

Sometimes, it’s easier to talk and figure out how we can work together.

Drop me an email, and we can schedule a call.