Liderarte: When Art Becomes the Answer in a Tech-Driven World

In an era where speed is rewarded, where algorithms dictate choices, and where productivity is often
prioritised over people, Ignacio Bonasa stands as a visionary voice calling for a different kind of revolution — a human one. A former CEO of BBVA in Portugal, President of BBVA Express, and General Director of Caja Rural de Aragón, Bonasa left the world of numbers and institutions to embrace a deeper calling: to humanise leadership, awaken talent from within, and put the soul back at the centre of business and education. He is the founder of Liderarte, an innovative organisation that uses the power of art, neuroscience, emotional intelligence, and purpose to shape leaders and cultures in Spain, Latin America, the Middle East, and beyond. He also leads two European platforms: the European Association for Wellbeing and the European Association of Soulful Organisations.

In this exclusive conversation, Bonasa explains why he believes that art is not a luxury but a leadership necessity, and how his programs — including RESETÉATE (Reset Yourself) and DALE LA VUELTA A LA TORTILLA (Turn the Table) — are transforming lives and companies around the world.

Because, as he often says:

“The soul is the new competitive advantage.”

In conversation with Ignacio Bonasa, President & Founder of Liderarte – Talent Factory

What inspired the creation of Liderarte, and how did the idea of combining art with leadership and talent development come to life?

Liderarte was born not as a business plan, but as a soul plan. After years of professional success in the financial world — leading major institutions and holding prestigious roles — I began to feel an internal fracture: I had achieved everything externally, but I was disconnected from what truly moved me.

I realised that traditional leadership models were too dry, too mechanical. They trained minds, but not hearts. We were managing people, but not inspiring them. That’s when I envisioned a radically different approach: to bring art and soul to the centre of learning and leadership.

Because art doesn’t teach you — it awakens you. It bypasses the intellect and speaks directly to your essence. In a world increasingly technological and fragmented, creativity, emotional connection, and authenticity are not just valuable — they’re essential.

You’ve developed a registered methodology called Aprendizaje

por el Arte^® (Learning through Art). What
makes it so transformative and different from traditional approaches?

Our methodology is a living experience. It’s not a theory,
it’s a transformation.

Aprendizaje por el Arte^® activates emotion, body, intuition, reflection, creativity and
storytelling — all at once. It uses artistic disciplines such as theatre, gospel, painting, dance, and
poetry to create immersive environments where people feel before they think, and connect before they speak.

This method is structured around our 4A model:

Learning (Aprendizaje): emotional and embodied, not abstract.

Attitude (Actitud): positive, open, courageous.

Soul (Alma): connection to what is authentic and essential.

Action (Acción): movement and impact from within.

These four dimensions form a pathway where head, heart and hands align. That’s why our programs don’t just teach — they transform.

You created the formula “C × C × C = Talent.” Can you explain how it’s applied in real organisations and how it connects with the 4A method?

This formula refers to Capacity × Commitment × Culture/Context = Talent.

You can have brilliant people with high capacity. But if they’re not committed — or if the culture and context suppress them — that talent will never flourish.

At Liderarte, we:

Develop Capacity through experiential and creative learning.

Ignite Commitment by connecting individuals with meaning and personal purpose.

Transform Culture and Context by creating emotionally intelligent environments.

When we align this with the 4As:

Learning becomes alive and embodied.

Attitude becomes intentional and constructive.

Soul becomes a compass for decision-making.

Action becomes authentic and sustainable.

Only when all three Cs and four As are working in harmony do we see true, liberated, impactful talent.

You include choirs, magic, theatre, and dance in leadership programs — but also painting, sport, philosophy, opera, music, logic, and public speaking. What role do these artistic and humanistic tools play in learning and transformation?

At Liderarte, art is not a garnish — it’s the main course.

Each tool we use is intentionally selected for its symbolic, emotional and pedagogical power. These disciplines don’t just inform — they awaken, disrupt, move, and integrate. Here’s how:

Choir: collective listening, energy and harmony.

Theatre: empathy, expression, authenticity.

Magic: surprise, mental flexibility, play.

Dance: connection to the body, trust, intuition.

Painting: introspection, silent expression, creativity.

Sport: resilience, discipline, teamwork.

Opera: archetypes, emotional depth, symbolism.

Philosophy: ethical questioning, critical thinking, reflection.

Music: rhythm, emotion, beauty, synchrony.

Logic: structure, clarity, reasoning.

Public Speaking: influence, presence, voice, storytelling.

We don’t aim to create artists. We aim to create conscious, connected, and complete human beings.

Because leadership is no longer just about what you do — it’s about who you are while you do it.

What are some of the flagship programs Liderarte currently offers that you feel are reshaping organisations and people’s lives?

We’ve created over 150  programs and 200 art conferences, all combining art and science in unique ways. Some of the most impactful programs include:

RESETÉATE (Reset Yourself): a one-day immersive reinvention experience.

Turn the Table (Dale la vuelta a la tortilla): turning adversity into inner power.

Womentoring: emotional and creative mentoring for women’s leadership.

ARTEcoaching: coaching with artistic tools for deep personal insight.

Soulful Organisations (ALMA): authenticity, leadership, motivation and action.

Vitamin Organisations (VITA): vitality, inspiration, talent and soul at work.

Broadway Leadership, Jazz & Creative Leadership, Orchestral Leadership,

Compassion in Healthcare, Brain Experience Journey, Creative Gym,Opera & Feminine Values, Young Talent Camp, Art for Happiness, Wellbeing Vitamins and more...

Each of them is unique, but they share one truth: they touch people where nothing else can — the soul.

How do you maintain the essence of Liderarte when working in such different cultural contexts around the world?

Because the essence we work with is not cultural — it’s human.

We adapt the language, rituals, and symbols, but we never compromise on our core: emotion, authenticity, presence, and purpose. From Spain to Latin America to the Middle East, we’ve learned that the language of the soul transcends borders. And art is always the bridge.

In the age of remote work and digital learning, how have you adapted your methodology for online environments?

We turned challenge into opportunity. Our online experiences are not webinars — they’re virtual journeys.

We mix live artistic moments, reflective practices, collaborative activities and symbolic tools that keep participants engaged on an emotional level. We maintained our essence in the digital realm — and discovered that transformation doesn’t depend on format, but on connection.

How do you define effective leadership today, and what role does art play in shaping it?

Effective leadership today is not about perfection. It’s about presence.

It’s about listening more than talking, inspiring more than instructing, and embodying more than demanding. Art trains exactly those muscles: empathy, emotional range, silence, creativity, vulnerability, and trust.

Through art, leaders learn not just to direct — but to move people from the inside out.

What kind of impact can companies expect when working with Liderarte, and how do you measure that impact?

They can expect:

A more human climate.

Greater connection and meaning.

Emotional intelligence in practice.

Creativity and authenticity in action.

We measure via emotional climate surveys, engagement indicators,

team feedback and transformation stories. But the real impact is this:

“I’ve remembered who I am.”

“This changed how I lead — and how I live.”

“Now I feel more alive at work.”

That’s our metric. That’s our mission.

As the founder and

president of Liderarte

and two European associations, how do you see yourself?

I see myself as a soul in motion.

A man who traded external success for internal meaning.

A builder of bridges between business and beauty.

A mentor who doesn’t give answers — but awakens questions.

A president who believes the future must be human, or it won’t be.

Above all, I see myself as someone who leads to inspire — and inspires to transform.

CLOSING

Leading with soul is not an option. It’s an obligation.

Art is not luxury — it’s medicine for the modern world.

And Ignacio Bonasa doesn’t create leaders to be followed.

He creates leaders to awaken others.His mission is not to teach — but to transform.

Not to impress — but to inspire.Not to manage people — but to elevate their essence.

Because when we lead from the soul…

We don’t just manage talent.We awaken life.

“We don’t aim to create artists. We aim to create conscious, connected, and complete human beings.”