In a world that often equates leadership with titles and targets, Ignacio Bonasa (Executive President & Founder of Liderarte) chose a different path—one paved with purpose, vulnerability, and artistic depth.
He left behind the predictability of boardrooms to build a movement rooted in soul. Through Liderarte, Ignacio redefines leadership as an emotional, creative, and deeply human act that transforms lives.
From Balance Sheets to Beating Hearts
For over two decades, Ignacio lived what many would call a textbook definition of success. With a Law degree, an MBA from ICADE, and a PDG from IESE, he quickly rose through the banking world, serving as CEO of BBVA Portugal and President of BBVA Dinero Express. His career was structured, precise, and deeply strategic.
And yet, in the quiet spaces between meetings and milestones, something stirred within him.
“There came a point when I realized I had everything… except what truly fulfilled me. External success doesn’t mean much if it doesn’t echo on the inside,” Ignacio reflects.
What began as a whisper grew into a calling—a longing for something more human, more emotional, something with soul. That inner unrest marked the beginning of a profound personal shift. In one of the boldest moves of his life, Ignacio stepped away from the predictability of corporate leadership to rediscover his voice.
The Birth of Liderarte—A Project with Soul
That leap into the unknown didn’t lead to another company. It led to Liderarte.
Not a traditional consultancy. Not just a leadership school. What Ignacio Bonasa created is what he calls “a talent factory with soul.”
Liderarte was born from rupture, not routine. Its mission is to activate talent from within and transform not only individuals, but also the cultures and societies they serve.
“We propose something radically simple: to put the human being back at the center,” he says.
Built on the belief that leadership can’t be taught—but awakened—Liderarte fuses emotion, creativity, and learning. Through its flagship methodology, Learning Through Art®, it uses music, theatre, dance, writing, and other forms of artistic expression as a medium for self-awareness, emotional mastery, and conscious leadership.
Here, leadership isn’t about climbing. It’s about rooting.
The Learning Through Art® model is a philosophy of transformation. Developed in-house and constantly evolving, it works across five interconnected levels:
- Self-awareness
- Emotional self-management
- Inspirational one-on-one leadership
- Soulful team management
- Commitment (to oneself, to others, to the organization, and to society)
This model is further articulated through the 4A framework:
- Aprendizaje (Learning): experiential and embodied
- Actitud (Attitude): positive and constructive
- Alma (Soul): connected to one’s essence
- Acción (Action): aimed at producing meaningful results
Whether through RESETÉATE (Reset Yourself), which invites leaders to turn inward, or Orchestral Leadership, where participants learn synchrony and purpose through classical music, each experience is designed as a living work of art.
“What we offer doesn’t stay in the training room—it travels with you. It becomes part of how you lead, live, and connect,” Ignacio Bonasa shares.
Training That Transforms
In just the past 18 months, Liderarte has impacted more than 2,000 professionals across seven countries. Its programs have become synonymous with emotional depth and strategic insight, with an average participant rating of 9.5 out of 10.
But the numbers tell only part of the story. Each initiative carries a unique emotional imprint, offering a new way to explore emotional storytelling:
- Dale la vuelta a la tortilla (Turn the Table) – transforms collective pain into community dialogue and hope
- Compases Creativos – teaches jazz-based leadership through live orchestral improvisation
- Brain Experience Journey – blends neuroscience and art to activate the brain’s leadership centers
- Womentoring – empowers women through storytelling, sisterhood, and creative expression
- Carmen and the Values of the 21st Century Woman – challenges cultural taboos around female leadership through opera-inspired performance
- Liderazgo Broadway – leadership through musical theatre
- Gym Creativo – stimulates imagination and creativity
- ArtESPACIO Experience – brings art into spaces, creating emotional experiences for employees, clients, and many more.
A Team of Soulful, Creative, and Emotionally Intelligent Individuals
Ignacio’s leadership is rooted in lived experience. He doesn’t talk about vulnerability as a concept—he’s lived it.
“To me, transformative leadership means having crossed the soul’s desert and returning with water for others,” he says.
He leads not from a pedestal but from proximity. At Liderarte, everyone—partner or client—is seen as a soul in motion. Ignacio listens more than he instructs, shares more than he shields, and creates space rather than controlling it.
His team is not just a staff—it’s a circle of what he calls soul artisans: professionals who combine discipline with deep emotional and creative intelligence.
Ready for what’s Emerging
The business world is changing fast. Technology is advancing faster than behavior. AI, remote work, and constant shifts have left many organizations emotionally fragmented. Under Ignacio’s guidance, Liderarte anticipated the future and walks alongside it.
As we move toward the future, Liderarte is preparing leaders not for what’s ending—but for what’s emerging. For Ignacio, the future belongs to those who develop five essential competencies:
- Emotional self-awareness
- Deep empathy
- Purpose-driven communication
- Strategic creativity
- Personal and professional coherence
Designed to Make a Difference
What truly sets Liderarte apart is its rejection of generic modules and templated learning. Instead, it embraces a symbolic, immersive, made-to-measure approach—one that is creative, participatory, and deeply personal.
Each engagement begins with emotional discovery: sensing the emotional climate, surfacing hidden tensions, and uncovering collective aspirations. Then comes the design—a unique fusion of pedagogy, psychology, and art crafted like a bespoke performance.
No generic conference rooms. No uninspired slides. Instead, physical spaces are crafted to disarm, inspire, and invite vulnerability. The environment becomes part of the methodology itself.
The Call for Soulful Leadership
Today’s world needs more than managers. It needs leaders who listen, feel, and serve.
In hospitals, RESETÉATE (Reset Yourself) helps healthcare teams reconnect with purpose.
In schools, The Hero’s Journey helps young people discover their vocation.
In tech companies, Innovarte balances innovation with soul.
And across the public and non-profit sectors, where fatigue is high and recognition is scarce, Ignacio Bonasa and his team bring tools that restore dignity, art, and purpose.
The Legacy of a Leader Who Let Go
Ignacio’s story isn’t just about building something new—it’s about releasing the old. Letting go of prestige, predictability, and status symbols. In doing so, he didn’t become less of a leader—he became a more honest one.
He’s no longer the executive at the head of the table. He’s the quiet current behind the curtain, ensuring others step into their light.
His presence lives not in control, but in culture—in every conversation, program, and artistic decision.
To the Leaders of Tomorrow
“Dear leader of tomorrow,
Don’t train to become like someone else. Train to remember who you are.
Because true leadership is not measured in achievements, but in legacy.
It’s not exercised with power, but with presence.
It doesn’t impose. It inspires.
Don’t chase the success that others applaud if it means losing yourself in the process.
Listen to your inner voice, even when the world is screaming otherwise.
Dare to lead from the soul, even if some call you naïve or different.
Don’t be afraid to show your humanity—that’s where your true strength lies.
Leadership is a sacred privilege.
Don’t use it to climb ladders. Use it to elevate consciousness.
And if one day everything falls apart—if the wind no longer blows in your favor, if fog covers the path—remember this:
You can always adjust your sails.
Because life isn’t about controlling the sea, but about navigating it with purpose.
Trust yourself. Guard your energy. Honor your story.
And never forget this phrase that has accompanied me for years:
‘Be the owner of your future and the keeper of your dreams.’
With all my soul,
Ignacio Bonasa”
Ignacio Bonasa’s 5 Powerful Mantras for Leading with Soul
- Lead from your soul, not your title.
- Vulnerability is strength.
- Leadership is awakened through emotion and creativity.
- Grow without losing your essence.
- Navigate with purpose and presence.
