These words do not belong to a philosopher, but to a man who has led banking giants,
touched thousands of lives, and is now redefining the purpose and soul of leadership. Ignacio
Bonasa, the Spanish-born executive-turned-human transformation guide, is the founder of
LIDERARTE and the current President of the European Association for Wellbeing. But more
than his titles, it’s his mission and methodology that place him among the most iconic
business leaders to watch in 2025.
Bonasa is not just leading change; he is embodying a seismic shift from conventional
leadership models to an emotionally intelligent, soul-centered paradigm. In an age where
organizations are drowning in metrics but starved for meaning, Bonasa is offering something
revolutionary: a return to human truth.
From Executive Suite to Existential Awakening
For over two decades, Ignacio Bonasa thrived in the high-stakes world of finance. With
prestigious roles at BBVA, Argentaria, and other leading financial institutions, he
commanded respect and influence across boardrooms. He navigated mergers, managed large
teams, and delivered results on paper.
But beneath the tailored suits and impressive indicators, something inside him remained
unsettled.
“Yes, I was admired. But I didn’t feel fulfilled. I had built a successful career… at the
price of silencing my soul,” he recalls.
That inner dissonance became unbearable. The traditional path of leadership, based on power,
performance, and perfection, felt increasingly hollow. And it was in that uncomfortable
silence that his true journey began.
The art of rediscovery: When the soul speaks, listen
The turning point in his life wasn’t a corporate epiphany or an MBA lesson. It was a deep
reconnection with the forgotten parts of himself: the artist, the creative, the humanist. Art,
which had always lived in the background, became the language through which to heal and
lead.
“I didn’t start something new,” Ignacio says. “I returned to something true.”
That return to authenticity marked the birth of LIDERARTE, a movement and organization
that fuses leadership development with the transformative power of art, emotional
intelligence, and human connection.
What Is LIDERARTE?
LIDERARTE, a fusion of “leadership” and “art,” is an unprecedented evolutionary leadership
ecosystem. It is based on a provocative yet powerful premise: you cannot lead others until
you’ve learned to lead yourself.
Ignacio conceived it not as a traditional coaching program, but as a laboratory of the soul, a
space where leaders remove their professional armor, confront their inner narratives, and
reconnect with their authenticity.
At the heart of LIDERARTE is a transformative framework known as The 4 As:
Aprendizaje (Learning): experiential training that engages both mind
and emotion.
Actitud (Attitude): courage, openness, and authenticity as foundations
of leadership.
Alma (Soul): reintegrating purpose and passion into the act of leading.
Acción (Action): turning awareness into behaviors aligned with one’s
values.
These pillars are not theoretical. They are the soul of programs that have already
transformed more than 15,000 people across Europe, Latin America, and the Middle
East.
Resetéate (Reset Yourself): Reprogram your inner compass
One of LIDERARTE’s flagship programs is Resetéate (Reset Yourself), an immersive
journey of self-reflection, artistic exploration, and emotional healing. The name says it all:
participants are invited to reset their internal systems, question their emotional programming,
and update their way of living and leading.
This isn’t your average corporate workshop.
Participants engage in theatrical improvisation, storytelling circles, guided silences, and
symbolic rituals. They shape their fears in clay, write poetry from childhood wounds, and
sing lullabies to their inner child.
“In Resetéate we don’t work with roles. We work with souls,” explains Ignacio.
The results are profound: increased self-awareness, healed wounds, recovered creativity, and
renewed purpose. Executives who once measured success in balance sheets now discover
their true bottom line: authenticity.
To lead is to heal: a radical approach
While most leadership training focuses on strategy, productivity, or innovation, Ignacio offers
something radical: healing.
He believes that many leaders operate from unhealed wounds: childhood traumas, hidden
shames, inherited fears… which manifest as toxic behaviors: micromanagement, burnout,
conflict avoidance, work addiction.
LIDERARTE’s approach seeks to break this cycle.
Through human and artistic interventions, Ignacio helps leaders embrace their inner child,
honor their scars, and begin to integrate. The result: more effective leaders, yes, but above all,
more human.
“A leader who has healed can hold the growth of others. One who hasn’t… will end up
hurting their entire team,” he states.
European Wellbeing Association: a continental vision
As president of the European Wellbeing Association, Ignacio is bringing his philosophy to
the institutional realm. His mission: to embed wellbeing into the strategic DNA of
organizations across Europe.
He works with public and private entities to design frameworks that go beyond typical
corporate wellness programs:
Integrating emotional education into executive training
Applying artistic therapies within organizational teams
Promoting mental health literacy among middle managers
Measuring performance through internal emotional climate
“Wellbeing is not a benefit. It’s the foundation of sustainable success,” he affirms
firmly.
Dale la vuelta a la tortilla (Turn the Table): from pain to courage
Its premise is powerful: your greatest pain can become your greatest strength.
Through workshops, talks, and community projects, he helps people turn adversity
into power. The movement has impacted trauma survivors, unemployed youth,
vulnerable groups, and professionals recovering from burnout.
“This is about narratives,” says Ignacio. “When you take control of your story, you
reclaim your power.”
Art as the language of the soul
In all of Ignacio’s projects, art is not an embellishment. It is the medium. It is not aesthetics;
it is medicine. It is the direct path to what cannot be said in words.
He shares stories of executives who resolved conflicts by composing music together. Of
CEOs who wrote theatrical pieces to process dilemmas. Of grieving professionals who
sculpted hope with their hands.
“Art bypasses the mind and speaks to the soul. It helps us express what we didn’t even
know we were carrying,” he explains.
For him, art is not an accessory to leadership, it is the channel of transformation.
The future of leadership: presence before power
What will leadership look like in 2025 and beyond? For Ignacio, it’s not about charisma or
fast decision-making. It’s about presence.
“The best leaders of the future won’t be the most informed. They’ll be the most
aligned,” he states.
He envisions a future where:
Committee meetings begin in silence
Strategies include emotional check-ins
Metrics coexist with poetry
Vulnerability is recognized as strength
For some, this may sound utopian. For the thousands who have experienced LIDERARTE, it
is simply real.
What’s next: a University of Wellbeing
Ignacio is working on the creation of the University of Wellbeing, an international center
where creatives, educators, therapists, and executives can train in the art of soulful
transformation.
The curriculum will integrate neuroscience, expressive arts, spiritual development, and
leadership science, with the goal of preparing the new generation of global change agents
with emotional literacy and applied creativity.
At the same time, he is expanding the reach of Dale la vuelta a la tortilla (Turn the Table)
through international expansion with community healing programs, artistic residencies, and
social impact initiatives.
He is also writing a trilogy of books on leadership, art, and soul, blending personal memoirs,
practical tools, transformational theory, and lived experience.
Staying aligned in a world that rushes
Through humble rituals:
Writing at dawn
Listening to music barefoot and in complete silence
Walking in nature without a phone
Practicing stillness before every keynote
“Every day I ask myself: Am I still aligned? Am I still listening to my soul?” he
confesses.
For him, success isn’t measured in external achievements. It’s measured in the daily
coherence between inner truth and outward action.
A final message to the world’s leaders
If he could speak to every leader today, he would say:
“Lead as if someone were entrusting you with their soul. Because they are.”
A phrase that goes beyond tactics. That touches the sacredness of leading. The responsibility
of impact.
The legacy of Ignacio Bonasa: from authority to authenticity
In a world crying out for direction, Ignacio Bonasa doesn’t offer answers. He offers
awareness.
He does not seek to be a guru. He prefers to be a mirror, reflecting the truths leaders often
forget in their race for relevance. He doesn’t seek to be a guru. He prefers to be a
mirror—reflecting the truths leaders forget in their pursuit of relevance.
His legacy won’t be measured in titles or profits, but in awakenings. In the quiet revolutions
that take place in boardrooms, art workshops, and soul circles around the world.
Because in times of noise, he teaches us to listen.
In times of urgency, he reminds us to breathe.
And in times of metrics, he brings us back to the true north: meaning.
Ignacio Bonasa is not just a leader to watch in 2025.
He is a light to follow in the decades to come.
