In today’s hyper-accelerated world obsessed with numbers, metrics, and relentless productivity, Ignacio Bonasa dares to walk a different path—one that invites a pause, a breath, and a reconnection with the essence of human experience. After a distinguished career in banking, including top leadership roles such as CEO of BBVA in Portugal and President of BBVA Dinero Express, Bonasa reached a defining moment: a realization that success, measured solely by external achievements, felt hollow without internal fulfillment. This epiphany sparked a radical transformation—not just for him, but for the world of leadership itself.
It was this internal rupture that gave birth to LIDERARTE, an organization that defies conventional norms by embracing art, emotion, and purpose as the true drivers of professional development. In Bonasa’s words and actions, LIDERARTE is not a company—it is a soul-driven movement. It reimagines leadership not as control but as inspiration, not as strategy but as emotional resonance. It invites leaders to become artists of human potential, cultivating presence, vulnerability, and authenticity.
Today, as President and founding soul of LIDERARTE, Ignacio Bonasa continues to expand this vision globally, championing a model where art becomes a language of change, and purpose becomes the compass guiding every endeavor. From a world of balance sheets to a world of balance within, Bonasa’s journey is one of profound reinvention—one that now guides thousands toward their inner alignment.
LIDERARTE’s Birth from Transforming Leadership Through Artner Awakening
Ignacio Bonasa’s journey toward founding LIDERARTE was born not of ambition but of necessity—of listening deeply to his sense of disconnection despite career success. More than two decades at the peak of executive leadership left him with status but without soul. It was a personal reckoning, a moment when he realized his purpose was not in financial metrics but in the emotional and human dimensions of work.
LIDERARTE emerged from this personal transformation with a radical mission: to integrate art into leadership, to use emotion as a foundation for action, and to treat talent not as a resource to manage but as a soul to awaken. This vision expanded into a rich tapestry of initiatives like Resetéate, Dale la Vuelta a la Tortilla, Artementoring, and Empresas con ALMA. Each one combines creativity, emotional intelligence, and self-awareness into a holistic framework that enables both individual and organizational evolution.
As the ecosystem of LIDERARTE grew, so did its impact, crossing borders and industries. It evolved from a consultancy into an international community where emotion is leadership, and art is the bridge to meaningful transformation. This evolution reflects Bonasa’s core belief: true leadership is a journey from within, guided by purpose and fueled by the courage to feel.
Embodying the Role of Soul-Keeper
Bonasa defines his leadership at LIDERARTE not through hierarchy, but through responsibility—to preserve and nurture the soul of the organization. Rather than operate as a traditional CEO, he sees himself as an “activator” and “soul-keeper”—someone who ensures that every project, partner, and program remains aligned with the deeper values of creativity, authenticity, and emotional connection.
His responsibilities encompass vision, strategy, international alliances, and communications. Yet at the heart of it all lies his commitment to accompany others on their own paths of leadership. He empowers every partner within the LIDERARTE ecosystem to become the CEO of their journey, not by controlling them, but by inspiring, supporting, and trusting them to lead with integrity.
Bonasa is also deeply involved in developing methodologies, forming global partnerships, and shaping the movement’s public narrative. He is the first ambassador of the values he promotes and takes seriously the personal responsibility of embodying the change he wishes to see. To lead with soul, he insists, begins with leading oneself—honestly, vulnerably, and purposefully.
Creativity as the Axis of Leadership
LIDERARTE’s approach to team development breaks radically from conventional models. It treats people not as resources but as beings with depth, imagination, and potential. Leadership here is circular, collaborative, and profoundly artistic. Art is not used for entertainment; it is deployed as a tool for transformation—awakening empathy through theater, unlocking expression through poetry, building trust through music, and encouraging introspection through painting and writing.
In this artistic environment, vulnerability is honored. Mistakes are not punished—they are welcomed as part of the learning process. Every project becomes a shared artistic endeavor, where creativity is not just encouraged but expected. The results are not only innovative solutions but also more cohesive, emotionally intelligent teams capable of deep connection and authentic leadership.
In Bonasa’s words, 21st-century teams cannot survive without emotional connection. And at LIDERARTE, emotional literacy is cultivated not through theory, but through the transformative language of art.
Innovating from the Soul
The professional landscape may be shifting at warp speed, but one constant remains: the centrality of human emotion. Bonasa ensures LIDERARTE’s programs remain relevant by continually integrating emotional insight with pedagogical rigor. The organization’s proprietary methodology, Aprendizaje por el Arte® (Learning Through Art®), is a dynamic system that spans six core levels—from self-awareness to societal impact.
This methodology is brought to life through diverse formats, including micro-trainings, immersive experiences, labs, and digital platforms. LIDERARTE responds to the pulse of change not with superficial adjustments, but by listening deeply to organizational needs and adapting with soul-driven innovation. Every new offering is both measurable and meaningful, ensuring that transformation is not just felt—but seen.
Recognition as Reinforcement
Bonasa’s approach has not only inspired change but garnered global recognition. He has been honored with titles such as Most Influential Talent Management Leader by CIO Business World and Most Innovative Leader in Emotional Intelligence & Transformational Learning by CToday. His insights have led to numerous keynote invitations, viral articles, and awards for educational and leadership innovation.
During his banking career, Bonasa was lauded for forward-thinking ideas, including the Best Idea of the Year award at Banco Exterior de España. Academically, he received accolades from the University of Zaragoza for his legal research. As founder of LIDERARTE, he now leads networks like the European Wellbeing Association and the European Association of Organizations with Soul.
These milestones are not badges of ego, but affirmations that humanistic leadership has a place—and power—in today’s business world.
Living the Dimensions of Wellbeing
For Bonasa, well-being is not a side project—it is the foundation. He speaks candidly of how reconnecting with purpose saved his life. Success, to him, is incomplete without emotional, mental, and spiritual health. He nurtures his wellbeing through writing, meditation, travel, and deep human relationships—practicing what he teaches.
His model includes seven dimensions of well-being: physical, cognitive, emotional, purposeful, financial-professional, social, and digital. At LIDERARTE, these are not abstract concepts—they are daily practices. By prioritizing wellbeing, Bonasa champions a new kind of success: one that thrives without burnout, and that elevates people without erasing their humanity.
Artistic Expression as Future Leadership
Bonasa foresees a world where artistic expression becomes central to professional development. As artificial intelligence accelerates, he believes the most valuable traits will be those that remain innately human: emotion, creativity, and empathy. Organizations that fail to cultivate these traits, he warns, risk becoming obsolete.
The future of leadership lies not in control but in connection. Artistic practices will help organizations resolve conflict, inspire innovation, and support mental health. Through theatre, writing, music, and art, workplaces will not only function better, but they will feel better. LIDERARTE stands at the forefront of this shift, pioneering the emotional renaissance of the corporate world.
Breaking Barriers, Building Bridges
Integrating art into business wasn’t without challenges. Bonasa faced skepticism, prejudice, and resistance from those who saw creativity as frivolous. But he persisted—demonstrating that artistic practices could lead to tangible, measurable change. With time, he and his team developed a rigorous framework that proved transformation could be both emotional and empirical.
Another challenge was maintaining emotional coherence as the organization scaled. But LIDERARTE stayed true to its roots, thanks to a strong internal culture and an unwavering mission: to transform the workplace into a space of authenticity and soul.
A Call to Soulful Leadership
Ignacio Bonasa offers a powerful message to future leaders: Don’t fear being different. Leadership, he insists, is not a technique—it is a state of being. It’s about presence, listening, and inspiration—not dominance or control. The world doesn’t need more bosses. It needs leaders with a soul.
His call is not just motivational—it’s deeply personal. He urges each individual to become the protagonist of their own story, adjusting the sails when the wind refuses to cooperate. Leadership, in Bonasa’s universe, is a poetic act of choice, courage, and commitment to something greater than oneself.
Expanding the Ecosystem of Transformation
The future for LIDERARTE is bold and expansive. Bonasa is focused on globalizing the soul-driven movement through new certifications, the creation of an International University of Art and Wellbeing, digital platforms, and flagship programs like Artelicidad, BienestART, Womentoring, and La receta del bienestar.
He is also building emotional communities across countries through Dale la Vuelta a la Tortilla—a movement that already includes ambassadors and editorial projects. His vision is clear: to humanize work and education across the globe using art, emotion, and purpose as the core ingredients.
Leading Without Losing the Soul
In a world starved for authenticity, Ignacio Bonasa offers nourishment for the spirit. LIDERARTE is not just an organization—it is a declaration of belief that business can be a force for beauty, healing, and truth. Bonasa doesn’t just theorize another way of working—he proves it is possible.
By bringing art into the workplace, by placing emotion at the center, and by nurturing purpose-driven action, he creates spaces where people don’t just work—they thrive. As he often reminds those around him:
“Turn the tables. Reset yourself. Lead with soul. Because change starts with you.”
And under his guidance, that change is already in motion.
