Ignacio Bonasa and Liderarte: Pioneering a New Model of Leadership Rooted in Emotion and Authenticity

Liderarte, a unique venture built on the belief that true leadership begins with self-awareness, creativity, and heart. Driven by a desire to inspire meaningful growth, the leader behind Liderarte - Ignacio Bonasa - committed himself to a path of continuous evolution.

For years, Ignacio Bonasa had chased what the world often defines as "success"—status, profit, and recognition. But something kept tugging at him, quietly yet persistently. Deep down, a question wouldn't let him rest: "What's the point of success if you lose yourself along the way?"

For years, he faced challenges, pushed through uncertainty, and wrestled with what it truly meant to grow. But it was this question that shifted everything and sparked the beginning of something far greater than personal ambition. That turning point led to the creation of Liderarte—a company founded not just to build better leaders but to nurture them through creativity, self-awareness, and the transformative power of art.

His story is a reflection of what happens when you choose purpose over pressure and creativity over conformity. Through Liderarte, Ignacio is helping others lead not from a place of status — but from the soul.

Marking Two Decades of Leadership and Legacy

Ignacio Bonasa, the mind behind Liderarte, believes —one rooted in trust, guided by empathy, and focused not on gaining followers but on empowering others to lead from within.

His path began more than 20 years ago in the world of banking. As General Manager of Caja Rural de Aragón, CEO of BBVA Portugal, and President of BBVA Dinero Express, Ignacio experienced success, challenge, and the realities of leadership at the highest levels. It was during these years that he sharpened his understanding of discipline, strategy, and human dynamics.
He also serves as president of three global movements: the European Association for Wellbeing, the European Association of Soulful Organisations, and Turn the Table (Dale la Vuelta a la Tortilla), a worldwide initiative that turns pain into growth, connection, and hope.

A True Calling Moment For Ignacio Bonasa

At the height of his banking career, with titles like CEO of BBVA Portugal under his belt, Ignacio felt something was missing. The numbers looked great, and the praise was constant—but inside, there was a quiet emptiness. His heart kept asking, "Is this really what happiness looks like? Is this my true purpose?

That question didn't have an immediate answer. Instead, it unfolded slowly, through moments and signs that gently pulled him toward something deeper.

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Ignacio came to understand that leadership isn't about power or status. It's about making a real difference, inspiring others, and lifting people up—not just climbing the ladder, but walking alongside others as they find their own way.

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That shift changed everything. His ambition moved from chasing titles to helping others discover their true selves.

A Bold Vision To Leading With Soul

Ignacio's inner transformation sparked a bold decision—to leave behind the familiar and follow a deeper calling. From that leap of faith, Liderarte was born not just an organization but a movement that weaves together art, emotion, learning, and soulful leadership to create truly transformative experiences.

Liderarte isn't defined by office walls or corporate titles. As Ignacio puts it, "Liderarte, for me, no longer has walls—it has a soul."
It's a space where leadership is reimagined—not as authority, but as authenticity. Through creativity and emotional connection, Liderarte helps people shed layers, express freely, and grow from the inside out.

Ignacio leads by living his message. For him, leadership is not a method—it's a way of being. The mission is simple but powerful: to awaken the untapped potential that lives in everyone.
This vision comes to life through experiences like Resetéate, ArtExperience, Orchestral Leadership, Creative Compass, The Hero's Journey, and Brain Experience Journey—programs where learning flows through emotion and growth is sparked by connection to purpose.

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At the heart of their approach is their unique method: Aprendizaje por el Arte® (Learning Through Art), built on four key pillars—Learning, Attitude, Soul, and Action. As Ignacio says, "It's not enough to know—you have to feel. It's not enough to teach—you have to move people. It's not enough to do—you have to be."

This philosophy fuels more than 30 meaningful projects, like Womentoring, BienestART, and MASVida Master, all focused on wellbeing, creativity, and authentic leadership. Liderarte isn't just what they do—it's how they do it: always with people at the center, using art, emotion, and purpose to inspire lasting change.

From Moments of Doubt To Innovation

The journey to creating Liderarte wasn't easy. Stepping away from a secure, successful career, Ignacio entered unfamiliar territory—filled with risk, uncertainty, and the weight of starting over. Two big challenges stood in his way: letting go of traditional success and staying true to his vision, even when others didn't quite see it.

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Starting Liderarte was an act of courage and conviction. In those early days, there were setbacks—doors that didn't open, ideas that were questioned, and moments of doubt. But Ignacio kept going. He leaned on the people who believed in him and returned, again and again, to the reason he began this journey.

Now, those early struggles are part of the story he proudly tells. As he believes, "Each obstacle I've overcome is another note in the symphony of my life."

A Man Led Corporate Success To Meaningful Impact

Ignacio had every reason to stay at the top of the corporate world—but he chose a different path. He listened to the quiet pull inside, even when everything outside told him he had already "made it." He had the courage to pause, unlearn, and start again—this time, with vulnerability and purpose.

 The most meaningful part of his journey hasn't been the titles or recognition—it's been turning his own story, with all its highs and lows, into something that helps others grow. That's been his real reward.
Today, leaders and teams from around the world reach out—not for quick fixes, but to share how his journey helped shift something in them: a thought, a feeling, a new direction. For Ignacio, the greatest success is knowing his life has become a bridge—helping others step into their own truth.

The Road Ahead: Envisions Liderarte

Ignacio imagines a future where leadership is deeply emotional and human at its core. He believes the organizations that will truly succeed are those that put people first—cultures that nurture wellbeing, encourage authentic learning, and value happiness and purpose as much as profits.

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Through Liderarte, he envisions workplaces where teams don't just work together—they sing, dance, create, listen, and support one another fully, a future where art and soul are just as important as numbers on a report.

Ignacio's story with Liderarte didn't start with a trendy product or marketing campaign. It began with a question, a sense of responsibility, and a belief in leadership. And today, it stands as a powerful reminder that true success isn't about having it all—it's about being fully yourself.