Ignacio Bonasa is championing a unique form of leadership that intertwines art, emotion, and purpose. His narrative diverges from those filled solely with positions and achievements, reflecting instead a journey marked by personal struggles and transformative awakenings.
On October 20, 2025, in Madrid, Bonasa”s story reveals the depth of his character. For two decades, he enjoyed a distinguished career as a senior executive in the banking sector, where everything seemed to align—power, figures, and stability. Yet, amid this apparent success, an inner voice prompted him, “This cannot be all there is.” This moment became pivotal, steering him away from security towards embracing uncertainty, prioritizing meaning over profitability, and exchanging rhetoric for genuine emotion.
Since that turning point, Bonasa has committed himself to proving that art, beauty, and emotion can profoundly impact businesses, individuals, and societies. He holds two doctorates: one in Leadership and Organizational Transformation from EIU-Paris and another in Education and Human Development from UNICAP-Mexico. Furthermore, he has received multiple honorary doctorates and is recognized globally for his dedication to ethical and humanistic leadership.
Liderarte: Awakening Leadership Through Art
Bonasa”s initiative, Liderarte, exemplifies his personal touch in leadership development. This program does not merely teach leadership; it seeks to awaken it. Through a model known as Learning through Art, which focuses on four pillars—Learning, Attitude, Soul, and Action—Bonasa fosters experiences where emotion drives reflection and reflection catalyzes transformative action. The outcomes include enhanced cohesion, creativity, and empathy among participants.
In his workshops, executives often find themselves moved to tears, not from weakness but from a place of authenticity, as they reconnect with their true selves.
Reseteate: A Revolutionary Approach to Well-Being
The Reseteate program stems from Bonasa”s personal experiences, merging art, science, and emotion to help individuals reconnect with their essence. Participants engage in theatrical dynamics, emotional writing, music, and neuroeducation, leading them through a journey of silence, emotion, and clarity, ultimately resulting in renewal. This approach has enabled individuals to regain passion, foster listening within teams, and inspire leaders to motivate rather than control.
Bonasa states, “An organization transforms only when its people do.” This philosophy underpins his work.
Turning Pain into Power
From his personal challenges arose the movement Dale la vuelta a la tortilla (“Turn the Table”), which teaches individuals to channel their pain into learning and strength. Through various conferences, programs, and workshops, along with an upcoming book, Bonasa nurtures a community that acknowledges vulnerability as a new form of leadership. He asserts, “We all carry something that hurts, but no one teaches us how to transform it. Vulnerability is not weakness; it is power.”
Parliament of Latin American Leaders: Redefining Ethics in Leadership
Driven by his dedication to the region, Bonasa established the Parliament of Latin American Leaders, a network uniting businesspeople, educators, artists, scientists, and youth with a shared goal: to create a united Latin America from the soul. This civic and ethical platform emphasizes purpose over power, advocating for projects in education, sustainability, culture, art, and human development, thus generating policies and alliances infused with meaning.
All of Bonasa”s initiatives share a common foundation: the soul as the catalyst for change. Liderarte cultivates talent, Reseteate enhances well-being, and Dale la vuelta fosters resilience, while the Parliament encourages collective consciousness. His aim is explicit: to humanize the world through art, emotion, and purpose. Bonasa believes, “Every person has a dormant fire. My job is to ignite it.” In an era marked by noise and superficiality, he embodies a new generation of leadership—one that seeks to be useful rather than admired, speaking from presence rather than ego, and measuring success not by numbers but by inspired lives.
He summarizes his perspective by stating, “Leading with soul is not a style; it is a way of being in the world.” He concludes with a profound thought that encapsulates his legacy: “We do not need to change the world; we must fill it with soulful people, and the world will change on its own.”
For further information, contact: Ignacio Bonasa at 647530085 or via email at [email protected].
