In today’s day and age of modern competitive business and corporate success- where monetary gains and growth metrics are defined as the crux of pioneering leadership, leaders like Ignacio Bonasa stand out for paving a new and different direction leading to more meaningful and fulfilling leadership experiences.
Even after having a successful banking career of two decades, Ignacio’s search for success didn’t stop at profits, it led him to discover a path of purpose, passion, and people. His innate ability to lead led him to establish his brainchild- LIDERARTE Factoría de Talent, a
path-breaking initiative empowering individuals and organizations to excel to their maximum potential through emotional and experiential learning. He is also the President of the European Association for Wellbeing and President of the European Association of Soulful Organizations. As a Founder and President, Ignacio perfectly blends his artistic vision, soul-defining approach, and leadership at its best.
One of his methodologies, learning through Art incorporates the 4A Method (Learning, Attitude, Soul, and Action) and has transformed many lives across Europe and Latin America. His programs and offerings are beyond just teaching and learning, they are about awakening, healing, reprogramming, and living. He helps people to truly live, breathe, act, and be their authentic selves. With his power-packed purpose-driven leadership, Ignacio is creating a leadership legacy that will be cherished for generations to come.
A Life-Changing Moment
Sometimes, success is not the final destination, it is rather the beginning of a new journey of awakening and much more. Even after achieving numerous titles and recognitions, Ignacio had a fire in his belly to do more, walk a different direction, and lead the change. A silent feeling, barely noticeable at first, grew inside him like a whisper turning into a roar.
Reminiscing, he states, “I was surrounded by success, recognition, and power in the financial world… and yet, I felt empty.” Hence, one day, without drama, he paused and looked at his reflection. He realized it wasn’t sadness—it was disconnection. He had become functional, but no longer myself.
That feeling became a life-defining moment and Ignacio chose to redefine his career with something much more meaningful and fulfilling. And that has shaped everything: today he works with his heart first, listens before he plans, and trusts that emotion is a more powerful lever for transformation than any strategy.
Reset Yourself: Driving Impact
Reset Yourself is more than just a program—it’s his story turned into a method. Every time someone walks in emotionally blocked and walks out connected to their purpose, he feels
fully alive. One such experience he recalls was a woman who hadn’t allowed herself to cry in years, and in the middle of a creative writing exercise, she broke down in tears. It was real, healing, and powerful. That moment changed everything for her. And for Ignacio, Reset Yourself doesn’t offer magic solutions, it offers space for reconnection. He confirms, “And I feel deeply connected to its impact because I’ve lived that same process in my skin. Every transformed story reminds me of why I do what I do.”
Art is the Ultimate Answer
Remembering one such instance during a corporate intervention, where two departments had an ongoing conflict, Ignacio used a spontaneous theatre technique to help them express what they could not say with words. It changed everything. Art opened what meetings had shut down. There was laughter, catharsis, and truth. His love for the performing arts is more than a hobby—it is a way of seeing the world. It has given him tools, sensitivity, and a different way of reading emotions. It has allowed him to be a leader, but also a mirror.
Living with Purpose, By Purpose, and For Purpose
At the heart of everything Ignacio does, it is Purpose that guides him. That inner fire he feels when someone transforms. The pain he once endured has now become a source of strength for others. The belief is that he can be a bridge, a spark, a light for someone who feels lost.
His vulnerability motivates him—because he has embraced it. He doesn’t want to be perfect. He wants to be real. He profoundly states, “I’m driven by a deep desire to live meaningfully, to never settle for comfort, to give everything I have while I’m here. Life passes. But the impact we leave behind… stays.”
The Foundation of Strong Values
Authenticity, compassion, coherence, and courage are Ignacio’s core values that he adheres to. “Authenticity connects me. Compassion humanizes me. Coherence sustains me. Courage pushes me forward. My professional decisions are rooted in these personal truths. I don’t know how to lead without a soul or live without purpose,” asserts Ignacio. For him, leadership isn’t a textbook definition of wearing a suit in public that falls apart in private, it is rather to lead by example and excellence.
Previously, Ignacio used to think leadership meant having all the answers. Now he knows it means asking the right questions. He used to fear vulnerability. Now he knows it’s his greatest strength. That personal transformation has completely changed his leadership style. Today, Ignacio leads by listening, by honoring each person’s rhythm, and by recognizing shared humanity. His team doesn’t follow him because of authority—they follow him because he shows up with authenticity. He leads as he lives with soul, with emotion, and with truth. He is not the same person at work and home. He cries if he needs to, celebrates passionately, and embraces others honestly. These values aren’t part of his profession—they are part of him.
The Art of Creating, Rejuvenating, and Leading
Juggling personal and professional life is a work of art, not everyone’s cup of tea but conscious leaders like Ignacio have learned that work-life balance is not just about finding the balance. He believes it’s about consciously creating it every single day, some days, the soul needs silence. On other days, it screams for creation. Hence, he forces himself to pause, meditate, breathe, write what he feels, listen to music or walk with no destination. His personal growth is not a luxury—it’s his core foundation. And when everything moves too fast, he anchors himself to what matters: remembering who he is, what moves him, and why he is here. That’s where he recharges. Because if he loses himself, he loses his leadership.
Well-Being is Essential
Well-being isn’t selfish—it’s oxygen. Ignacio has learned to say “yes” to himself without guilt. If he is not well, he can’t give his best. So, he allows himself: to pause, to rest, to not do it all, to feel human. And when he does that, his decisions are sharper, his relationships blossom, and his energy flows again. He also surrounds himself with “vitamin people,” with spaces that nourish him—art, nature, silence. Well-being isn’t something to earn- it is something to cultivate daily.
The Driving Forces
Ignacio finds inspiration in every creative medium. These creative mediums unleash creative powers that have been major influences in Ignacio’s life. Art, without question. Theatre taught him to look people in the eyes. Music taught him to breathe. Poetry taught him to speak without speaking.
Art showed Ignacio that beauty is a form of truth. It has also been shaped by wise people who walked beside him without judging—who held him when he had no idea which way to go.
And of course, his pain. Because within it, he found his power. It forced him to empty himself of what he wasn’t so he could be filled with what he truly was.
Ignacio Pen His Definition of Success
“To me, success is coherence. It’s looking back with no regrets and looking forward with excitement. It’s knowing I’ve lived true to myself, not to others’ expectations. Professionally, I measure success through impact: how many lives have been transformed by what we’ve created? I measure it in peace—in the smile of someone I love, in the ability to sleep at night.
Success isn’t about filling your calendar. It’s about filling yourself. It’s not about going farther. It’s about going deeper.“
