In an era where business metrics often define success—where profits, targets, and strategies shape the contours of leadership—Ignacio Bonasa stands out as a trailblazer, redefining the very essence of leadership. As the Founder of Liderarte Factoría de Talento, Bonasa is making waves not just in the corporate world but also in the hearts of individuals across the globe. His philosophy isn’t just about skill-building or profit generation; it’s about empowering leaders to connect with their truest selves, fostering a kind of leadership that is deeply rooted in human emotion, creativity, and personal transformation.
Liderarte, the innovative talent development firm founded by Bonasa, represents a shift in how leaders, employees, and entire organizations should approach growth. Where traditional models of leadership focus on efficiency and performance, Bonasa places a strong emphasis on emotional intelligence, self-awareness, and creative exploration. Through a combination of emotional coaching, artistic expression, and deep introspection, Bonasa has created a unique ecosystem where leaders are not just trained to excel—they are transformed, both professionally and personally.
“The path to success is not always linear, and it’s never just about climbing the corporate ladder. It’s about leading from a place of authenticity and emotional intelligence,” says Bonasa, whose journey from traditional business sectors to the emotionally rich domain of leadership development has been nothing short of revolutionary.
His story is one of deep personal transformation. Like many top-tier executives, Bonasa had a career in banking and real estate, where he climbed the corporate ranks and achieved considerable success. However, despite his outward accomplishments, he struggled with an increasing sense of disconnection—both from his work and, more profoundly, from himself.
“I was ticking all the boxes of success—financially, career-wise, everything that was supposed to matter—but I felt disconnected. I knew there had to be more,” he recalls. “That’s when I realized that the conventional path to success—focused on profit and performance—wasn’t enough. I was missing the emotional component.”
This realization prompted a dramatic pivot in his life. He left the corporate world behind and dedicated himself to studying emotional intelligence, gestalt therapy, and the healing power of the arts. The decision to embrace the arts as a vehicle for emotional expression was rooted in Bonasa’s belief that the corporate world often fails to account for the emotional and psychological well-being of its leaders. He realized that without this crucial human element, leaders were often left feeling empty, disconnected, and burned out. Bonasa’s mission became clear: to create a space for leaders to reconnect with their emotional core, and in doing so, foster better leaders, better organizations, and a better world.
A Vision for Emotional Intelligence in Leadership
What makes Bonasa’s approach so unique is his emphasis on emotional intelligence (EI) as the foundational pillar of great leadership. Unlike many traditional leadership models that prioritize skills, technical expertise, or performance metrics, Bonasa’s methodology begins with one simple, but profound idea: the most effective leaders are those who understand and manage their own emotions and the emotions of others.
His firm, Liderarte, offers customized training programs that blend emotional intelligence coaching with practical, experiential techniques. These programs are centered around the idea that leaders cannot lead others effectively until they can lead themselves. This may seem like common sense, but in many organizations, it is a forgotten or undervalued truth. Bonasa’s work is rooted in the belief that emotional self-awareness is a prerequisite for success in leadership, as it enables individuals to make better decisions, foster stronger relationships, and create environments of trust and empathy.
“Leaders who are emotionally intelligent are more resilient, more adaptable, and more capable of building high-performance teams. But it all starts with self-awareness,” Bonasa explains. “It’s not enough to be intellectually smart or competent in your field. You must also understand your emotions and how they influence your thoughts, behaviors, and decisions.”
Through this lens, Liderarte offers a holistic approach to talent development, emphasizing emotional coaching, mindfulness practices, and creative exercises to cultivate emotional and psychological resilience. The program has had remarkable success across industries, with companies seeing measurable improvements in employee engagement, retention, and overall team performance.
Rather than relying on traditional methods like workshops or seminars, Bonasa and his team utilize a variety of innovative methods that engage both the mind and body. This includes practices like mindful movement, improvisational theater, creative writing, and even art therapy, all of which provide a platform for emotional release and self-discovery. Through these dynamic practices, leaders are given the space to explore their emotional landscapes, recognize their triggers, and learn new ways to respond to the challenges they face.
“Art speaks to something deeper within us. It’s a language that bypasses the intellect and speaks directly to the heart,” Bonasa notes. “When leaders engage with art—whether it’s through painting, music, or improvisation—they are not just expressing themselves. They are learning to listen to their inner voice, to understand their emotions, and to act from a place of deeper knowing.”
This radical integration of emotional intelligence and creativity challenges the long-standing belief that leadership is solely about logic, strategy, and command. Bonasa is bringing humanity back into leadership, proving that authentic, emotionally attuned leadership is not only more effective—it’s essential for long-term success.
From Local Talent Development to Global Movement
While Liderarte Factoría de Talento began as a local initiative in Spain, its impact has grown exponentially. The firm now works with clients across Europe, Latin America, and beyond, reaching organizations of all sizes—from startups to multinational corporations. Bonasa’s programs are highly sought after by executives who are looking for more than just conventional training; they are looking for real transformation, both for themselves and their teams.
Beyond his work with individual leaders and organizations, Bonasa is also the driving force behind a global social movement called “Dale la vuelta a la tortilla”, a call to action aimed at encouraging individuals to confront and transform their personal and professional challenges. The phrase, which translates to “flip the tortilla” in English, is symbolic of the idea that no matter how dire or challenging a situation might seem, there is always an opportunity for change.
The movement encourages individuals to flip the narrative, to transform their inner conflicts, and to embrace vulnerability and resilience in the face of adversity. Through talks, workshops, and online campaigns, Bonasa has inspired countless people to take control of their lives and careers by fostering greater self-awareness, emotional intelligence, and creative self-expression.
“Life is full of unexpected turns. The key to growth is not in controlling the external world, but in flipping the script on how we approach challenges. You can always choose to see things differently, to act with empathy, and to embrace the process of change,” Bonasa says.
The movement is gaining momentum globally, with people from all walks of life finding resonance in Bonasa’s message of self-reinvention and personal empowerment. The “flip” serves as a metaphor for the profound shift that individuals can make within themselves—choosing to face challenges with a mindset of growth and possibility, rather than resistance.
Leadership as a Creative Journey
At the heart of Ignacio Bonasa’s philosophy lies the idea that leadership is not a destination—it’s a creative journey. He believes that every leader, at any stage of their career, has the potential to evolve, to rediscover themselves, and to redefine what success means on a personal and organizational level. His work calls for an openness to creative exploration, a willingness to confront one’s emotional landscape, and a commitment to personal and collective transformation.
Bonasa’s belief in the healing power of creativity has influenced countless leaders who have gone through his programs. Whether it’s painting a canvas to release pent-up emotions, engaging in improvisation to unlock new ways of thinking, or participating in mindful practices to build inner strength, his approach is all about reconnecting with the innate creativity that lies dormant within all of us.
“Creativity isn’t just about making art—it’s about making life. It’s about seeing new possibilities, thinking outside the box, and responding to challenges in innovative ways. Leaders who are creatively engaged are far better equipped to lead with vision and purpose,” Bonasa explains.
By inviting leaders into a space where they can reconnect with their creative instincts, Bonasa is helping to redesign leadership from the inside out, shifting the focus from conventional success metrics to a more holistic, human-centered approach that values creativity, emotional intelligence, and deep authenticity.
A Legacy of Transformational Leadership
As Bonasa continues to inspire a global audience with his unique brand of leadership, his vision is clear: to foster a world of leaders who are not just driven by ambition and success, but by compassion, empathy, and the pursuit of personal and collective transformation. His impact is far-reaching, not just in the organizations he works with but in the lives of individuals who have experienced his transformative programs.
Through Liderarte, the “Dale la vuelta a la tortilla” movement, and his personal teachings, Bonasa is leading a revolution in the way we think about leadership and success. His work is a testament to the power of emotional intelligence, creativity, and self-awareness as the core drivers of both personal fulfillment and organizational achievement.
As the world continues to evolve, and as leaders face new challenges, Bonasa’s approach will undoubtedly play a central role in shaping the future of business leadership. His story is a profound reminder that true leadership starts within—and that, when we lead from a place of emotional authenticity and creative courage, we not only change ourselves but also the world around us.
Living and Leading with Soul
Ignacio Bonasa offers clear and insightful advice for emerging leaders: “Don’t be afraid to feel. Choose soul over ego. Surround yourself with truth, tenderness, and purpose.” His words encourage leaders to embrace emotional depth and humanity in their leadership approach, emphasizing that authenticity is more valuable than ego-driven success. The core of his message is that leadership should be rooted in genuine emotion and connection, not in power or control. By focusing on truth and purpose, leaders can foster environments that inspire and empower others.
He adds, “Before leading others, lead your own story.” This powerful statement underscores the importance of self-awareness in leadership. Bonasa believes that one must first align with their own values, strengths, and vulnerabilities before they can guide others effectively. Only by knowing and leading oneself can a person truly inspire and lead others on their journey.
When asked how he would like to be remembered, Bonasa reflects deeply on the essence of his life and leadership: “As someone who dared. Who embraced chaos and turned it into vitamins. Who never wanted to be perfect—just real.” This reveals his belief in imperfection, courage, and authenticity. He embraces the messiness of life and leadership, using challenges as opportunities to grow, innovate, and create. For him, it’s not about achieving flawless outcomes but about showing up fully and vulnerably.
Finally, Bonasa envisions his legacy as one of passion, compassion, and creativity: “Someone who chose to live passionately, lead with compassion, and leave a mark without asking for permission.” He seeks to be remembered not for seeking approval, but for making an impact through compassionate leadership. He also holds a deep belief in the transformative power of art: “Someone who never stopped believing that art can change the world.” His enduring faith in creativity as a force for change defines the lasting impact he hopes to leave.
