The story of Ignacio Bonasa is a testament to years of dedication, a fervent desire to transform challenges into opportunities, and an unwavering drive to evolve continuously.
This journey led Ignacio to establish Liderarte, a company dedicated to helping people become better leaders through art, creativity, and personal development.
All of this began when Ignacio dared to ask a profound question in a world often consumed by the pursuit of status and profit:
“What is the true cost of success if it comes at the expense of the soul?”
Ignacio Bonasa’s Journey to Soulful Leadership
Ignacio Bonasa —a visionary who believes in a different way of leading. For him, true leadership grows from trust, not fear; it guides with empathy, not by imposing authority.
Ignacio sees leadership as a spark that awakens the leader within each person rather than simply gathering followers.
His path began more than twenty years ago in the high-pressure world of senior banking. From his role as General Manager at Caja Rural de Aragón, to CEO of BBVA Portugal, and later President of BBVA Dinero Express, Ignacio navigated years of success, challenges, and constant learning.
Those experiences shaped his deep understanding of strategy, discipline, and what it really means to lead. But Ignacio’s impact stretches far beyond the corporate world.
Today, he leads three powerful global movements: the European Association for Wellbeing, the European Association of Soulful Organisations, and the International Association Turn the Table (Dale la Vuelta a la Tortilla)—a unique initiative dedicated to turning personal and collective pain into healing, growth, and connection.
The Question That Changed Ignacio’s Life
At the height of his banking career, holding top roles like CEO of BBVA Portugal, Ignacio Bonasa felt something was missing. The numbers looked good, and the praise was there—but inside, a quiet question grew louder: “Is this what truly makes me happy? Is this my real purpose?”
That question sparked a brave decision—to leave behind what no longer fit his soul and embrace uncertainty. The answer didn’t come all at once but unfolded through many signs along the way.
Ignacio discovered that leadership isn’t about power or titles; it’s about making a difference, inspiring others, and lifting people up. With this new understanding, his goal shifted—from climbing corporate ranks to walking beside others on their journey to self-discovery.
Liderarte: Where Leadership Finds Its Soul
Ignacio took a brave leap, and from that leap was born Liderarte—a unique space where art, emotion, learning, and soulful leadership come together to spark transformation.
Liderarte is more than a company; it’s a living, breathing expression of humanity. As Ignacio says, “Liderarte no longer has walls—it has a soul.” Here, leadership is not just a title but a way of being.
Using art as both a mirror and a spark, Liderarte creates safe places for people to open up, break free from limits, and grow. Ignacio leads by example, showing that leadership is about who you are, not just what you do. Their mission is simple yet powerful: to awaken the leader inside everyone.
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Through programs like Resetéate, ArtExperience, Orchestral Leadership, and more, emotions become a bridge to learning and self-discovery. They don’t just teach—they inspire people to connect with their true purpose and story.
At the core of their work is Aprendizaje por el Arte® (Learning Through Art), based on the 4A model: Learning, Attitude, Soul, and Action. Ignacio believes, “Knowing isn’t enough—you have to feel. Teaching isn’t enough—you have to move people. Doing isn’t enough—you have to be.”
This heartfelt approach powers over 30 projects, such as Womentoring and BienestART, all aimed at nurturing creativity, wellbeing, and authentic leadership. What sets Liderarte apart isn’t just what they do but how and why they do it—always putting people first, fueled by art, emotion, and purpose.
When Purpose Speaks Louder Than Fear
Leaving behind a successful career wasn’t easy, but Ignacio knew he had to follow the quiet voice within that said, there’s something more.
Stepping away from a secure, successful career, Ignacio entered unfamiliar territory—filled with risks, doubts, and resistance. Two major challenges stood out: redefining what success meant to him and staying true to his vision, even when others didn’t see it.
Starting Liderarte was an act of deep trust. In those early days, there were closed doors, rejections, and moments of questioning. But Ignacio held on—grounded by his purpose and supported by a few who truly believed in him.
Today, those early struggles aren’t buried—they’re honored. As Ignacio says, “Every obstacle I’ve faced is another note in the symphony of my life.” His story reminds us that it’s often through challenge that true innovation—and authenticity—are born.
Transforming Leaders from the Inside Out
Ignacio could have stayed at the top of the corporate ladder—but instead, he chose to listen to something deeper. Amid the noise of success, he heard a quieter truth calling him to change, to let go, and to grow into something more real.
He didn’t just shift careers—he transformed his life. Embracing both his strengths and his struggles, Ignacio turned his own journey into a source of inspiration for others. That, he says, is his greatest reward.
Today, leaders and teams across the globe share how his story has moved them—to reflect more deeply, to lead more honestly, to live more fully.
For Ignacio, true success lies in becoming a bridge that helps others can walk across to reach their own authentic selves.
Leading with Soul: Ignacio’s Vision for the Future
Ignacio Bonasa envisions a future of leadership that is deeply human. He believes the most successful organizations will be those that lead with emotion, prioritize wellbeing, and create cultures where people feel seen, valued, and inspired to grow.
Through Liderarte, he imagines workplaces where creativity and connection matter as much as results—where people sing, create, listen, and thrive together. A future where art and soul are just as vital as strategy and performance.
Ignacio’s journey is the story of a man who once had it all—status, success, recognition—but chose instead to become his most authentic self. The journey with Liderarte serves as an inspiring example of how vision, resilience, and strategic thinking can lead to remarkable success.
