In the polished corridors of corporate Spain, where success is measured in spreadsheets and quarterly reports, a quiet revolution is taking place. It begins with a simple yet profound question: What if the most powerful transformation tool isn’t technology, but the human heart? What if the future of leadership isn’t found in boardroom strategies, but in the ancient wisdom of art, emotion, and authentic connection?
Ignacio Bonasa stands at the forefront of this quiet revolution, transforming lives and organizations through what he calls “leadership with soul.” From his origins in the structured world of banking to becoming one of Spain’s most awakening creative voices, his journey embodies the very transformation he now facilitates in others—a complete reimagining of what it means to lead in the 21st century.
From Banking Suits to Artistic Souls: The Great Metamorphosis
Bonasa’s story begins in a world of certainties: banking halls, balance sheets, and corporate hierarchies. For years, he thrived as a banking executive, climbing the traditional ladder of success with all its accompanying rewards—recognition, financial stability, and professional status. Yet beneath the polished exterior, something fundamental was missing.
“My professional story started in a world where everything seemed under control: suits, schedules, balance sheets, fast decisions, and relentless logic,” Bonasa reflects. “I had everything on the surface—but I was missing something essential: connection with myself.”
The catalyst for change wasn’t a dramatic epiphany but rather a gradual awakening to what he describes as “silent discomfort”—the growing sense of being far from his true purpose. This inner restlessness forced him to pause, and in that stillness, his transformation began.
“It wasn’t an impulsive leap, but a metamorphosis,” he explains. “It began with small changes, deep readings, honest conversations, inner journeys. I realized I wanted to dedicate my life to helping others reconnect with themselves, to lead with authenticity, to live with purpose.”
This personal revolution led to the creation of his signature philosophy: “Dale la vuelta a la tortilla” (Turn the Table)—a powerful metaphor that has since become both a personal mantra and a social movement.
Turning the Table: From Philosophy to Movement
“Dale la vuelta a la tortilla” emerged from Bonasa’s own moment of reckoning—a point where he felt trapped in a life that no longer belonged to him, fulfilling others’ expectations while his authentic self withered away.
“I woke up each morning with a sense of disconnection, as if someone else were living my life,” he recalls. “That’s when I realized I had two choices: keep surviving, or start living for real. And I chose to live.”
This choice required him to release everything that no longer served: titles, certainties, comfort zones, and even fears. What emerged was not just a personal transformation but a philosophy that has touched thousands of lives across Spain and beyond.
“‘Dale la vuelta a la tortilla’ means exactly that: not resigning, not drowning in complaints, but transforming adversity into vitamin,” Bonasa explains. “It’s choosing to change perspective, to find meaning in what has been lived, and to turn wounds into a source of purpose.”
Today, this phrase has evolved into a comprehensive social movement featuring emotional talks, radio shows, video content, training programs, and online communities. Its inclusive, relatable nature makes it accessible to anyone seeking transformation, regardless of age, profession, or background.
Liderarte: Where Art Meets Leadership
Perhaps Bonasa’s most innovative contribution to the leadership development field is Liderarte, an organization that fundamentally reimagines how we approach professional growth and organizational transformation. Founded on the radical premise that “art is the most powerful path for transforming people, teams, and cultures,” Liderarte represents a complete departure from traditional training methodologies.
“I realized that traditional leadership training models were effective… but cold,” Bonasa observes. “They transmitted knowledge, yes—but they didn’t move the soul. There was a disconnect between what was taught and what was felt.”
Art, he discovered, possesses a unique power to pierce through intellectual barriers and reach the emotional core where real transformation occurs. Theatre, music, dance, and painting become languages that reconnect people with their authentic selves without need for explanation or justification.
The methodology developed at Liderarte, called “Aprendizaje por el Arte®” (Learning Through Art®), is structured around what Bonasa calls the 4As:
- Aprendizaje (Learning): Not just of content, but of oneself
- Actitud (Attitude): Positive, open, resilient, and conscious
- Alma (Soul): Deep connection with purpose and values
- Acción (Action): Because without movement, there is no real transformation
“Art doesn’t teach—it transforms,” Bonasa emphasizes. “Through carefully designed experiential activities—from a theatrical performance that acts as an emotional mirror to an orchestra dynamic where each person assumes a role—we reach parts of the self that traditional methods can’t access.”
Leading with Soul in a Metrics-Driven World
At the heart of Bonasa’s approach lies his concept of “soulful leadership”—a paradigm that challenges conventional notions of what effective leadership looks like in the modern world.
“Leading with soul means leading with truth,” he explains. “It means making decisions not only from reason, but also from emotion, intuition, and compassion. It’s understanding that behind every KPI there’s a person, a story, an emotion.”
This approach represents a fundamental shift from traditional leadership models based on control, hierarchical authority, and pure logic. Instead, soulful leadership emphasizes connection, authentic influence, and sensitivity. It doesn’t seek results at the cost of people, but with them and through them.
“Leading with soul is about creating environments where talent, emotion, and purpose flourish,” Bonasa notes. “It’s not about shining alone, but helping others shine with you. It’s not about managing a company, but about mobilizing a collective dream.”
The practical implications of this philosophy extend far beyond feel-good rhetoric. In a world increasingly obsessed with short-term results, Bonasa advocates for a different approach to measuring success—one that considers emotional impact alongside financial metrics.
“I ask executives: What good is a profitable balance sheet if your culture is sick? What’s the point of growth if your people are burned out? What’s the use of meeting targets if you lose your soul along the way?” he challenges.
Initiatives That Transform: From Resetéate to Womentoring
Bonasa’s vision has manifested in multiple initiatives, each addressing different aspects of personal and professional transformation. Among these, “Resetéate” (Reset Yourself) has created perhaps the most unexpected impact.
“It began as a personal reconnection experience for professionals and has grown into a method applicable in companies, schools, communities, and even prisons,” he explains. “It’s incredible to witness how, in just a few hours, people manage to look inward, forgive themselves, get excited again, and choose to change.”
Resetéate serves as a call to remember who you are before the world told you who you should be—a process of returning to one’s essence that creates ripple effects throughout entire organizations and communities.
Another significant initiative, Womentoring, addresses the specific challenges women face in developing authentic leadership styles. Rather than traditional mentoring focused solely on goals and skills, Womentoring creates safe spaces for soul-based guidance.
“Many women still experience conditioned leadership: by patriarchal structures, by cultural expectations, by extreme self-demand, or by the lack of close role models,” Bonasa observes. “Womentoring adds something deeper: presence, support, mirroring, and emotional guidance.”
The program creates networks where women see each other through admiration rather than competition, where mentors guide from lived experience rather than ego, and where professional and personal development integrate naturally.
The Art of Transformation in Practice
The practical application of Bonasa’s methodologies often surprises corporate leaders initially skeptical of such “soft” approaches. However, the results consistently demonstrate the power of art-based transformation.
“We can talk for hours about teamwork… or we can have people live a theatrical scene where they must coordinate without speaking,” he illustrates. “We can explain what empathy is… or we can invite someone to embody a character they disagree with, and feel what it means to see from another’s perspective.”
This experiential approach creates lasting change because it engages participants on multiple levels—emotional, physical, and intellectual. The integration of emotional intelligence tools with artistic expression amplifies the impact, creating memorable experiences that transform behaviors and cultures.
“Art is a mirror without judgment,” Bonasa explains. “A language that speaks directly to the heart without going through the filter of the mind. People allow themselves to feel without defending themselves, to open up without explaining, to discover without needing to rationalize.”
Challenges and Opportunities in Modern Leadership
Despite growing recognition of the importance of emotional intelligence and authentic leadership, Bonasa identifies several significant challenges facing modern leaders attempting to lead with empathy and soul.
“The biggest challenge is unlearning,” he states. “Unlearning textbook leadership based on hierarchies, control, and the flawless image. Empathy demands presence, deep listening, emotional openness—and that’s uncomfortable, because it requires us to show our human side in a world that idolizes the invulnerable leader.”
Another major obstacle is the pressure of short-term thinking, which pushes leaders to prioritize immediate results over long-term relationship building and cultural development. Leading with soul, he argues, requires time, space, intention, and coherence—luxuries that many organizations believe they cannot afford.
There’s also the persistent fear that leading with sensitivity might undermine authority. However, Bonasa’s experience suggests the opposite: “When a leader shows their humanity, they become stronger, more respected, more followed. Because they inspire from authenticity, not from distance.”
Personal Practices and Daily Rhythms
Maintaining connection to purpose and values in a demanding professional environment requires intentional daily practices. Bonasa’s routine reflects his commitment to integration of the spiritual, artistic, and practical dimensions of life.
“My routine begins in silence,” he shares. “I give myself a few minutes at dawn to breathe, meditate, and express gratitude. Then I write. Sometimes just phrases, sometimes deeper thoughts. It’s my way of having an honest dialogue with myself.”
Art remains a daily necessity: “I listen to music, read poetry, look at images that move me. Art brings me back to my center. It reminds me that the essential is invisible to the eyes… but felt by the soul.”
These practices are grounded in a philosophical approach that has become central to his worldview: “I cannot change the direction of the wind, but I can adjust the sails to reach my destination. That phrase guides my attitude in the face of challenges, my humility before the unpredictable, and my fidelity to what gives me meaning.”
European Leadership in Workplace Wellness
As President of the European Association for Wellbeing, Bonasa has a unique vantage point on emerging trends in workplace wellness across Europe. He observes a fundamental paradigm shift taking place.
“Wellness is no longer seen as a ‘benefit’ or ‘perk,’ but as a strategic pillar,” he notes. “Organizations are realizing that there is no productivity without wellbeing, nor sustainable leadership without emotional health.”
Key trends he identifies include the rise of mental health as a corporate priority, integration of holistic wellness models encompassing body, mind, emotions, purpose, relationships, finances, and technology, and growing interest in art and spirituality as sources of emotional wellbeing.
Perhaps most significantly, companies are beginning to reimagine themselves as “Organizaciones Vitamina” (Vitamin Organizations)—places that don’t merely avoid harm but actively revitalize, inspire, and elevate the people within them.
The Future of Conscious Leadership
Looking toward 2025 and beyond, Bonasa envisions a future of leadership that is fundamentally transformed from today’s dominant models.
“I see it vibrant, transformative, and deeply human,” he predicts. “The future will not be led by the strongest, nor by the most digital—but by the most conscious. Those who have made the journey inward. Who dare to listen before speaking. Who understand that a well-managed emotion is worth more than a thousand strategies.”
This future leadership will be characterized by what he terms “sensory, symbolic, and systemic” approaches. Art will serve as a language of connection, emotion as a management tool, and spirituality as an ethical compass.
“Companies will become communities. Teams, purpose-driven talent networks. Leaders, guardians of culture and sowers of consciousness,” he envisions. “And success will also be measured by the ability to inspire, to care, to leave a mark on people’s lives.”
A Message for the Lost and Searching
For individuals feeling disconnected from their current roles but afraid to change direction, Bonasa offers both empathy and encouragement.
“You are not alone. Feeling lost is not a failure—it’s a sign that something inside you wants to awaken. Fear is not the enemy—it’s a compass pointing toward the place where your growth lies.”
His message is one of self-compassion and courage: “Don’t ignore that inner whisper telling you something else is possible. Don’t settle for survival when you’re made for a full, vibrant life. Seek support, surround yourself with people who believe in you, and take one small step toward a new direction.”
The path forward, he emphasizes, requires action: “Good intentions are not enough. That thought without action becomes self-deception. ‘Action is the path’ is not just a pretty phrase—it’s a vital principle. Because only by acting, even with doubts, do we start to move the energy that transforms us.”
Measuring the Immeasurable
The success of transformation-focused work presents unique measurement challenges. How does one quantify awakening, authenticity, or soul? Bonasa’s approach combines traditional metrics with more intuitive indicators.
“We measure success with shining eyes. With sincere tears. With long hugs after a shared silence,” he explains. “We measure success when someone tells us: ‘Thank you. You helped me return to myself.’”
While Liderarte tracks conventional metrics like engagement levels, stress reduction, and improved communication, the team values most deeply the emotional imprint left behind. “The soul can’t be measured—but it can be felt. And when an organization awakens emotionally, results follow. But they come with coherence, with joy, with meaning.”
Building Tomorrow’s Leaders Today
As Spain and Europe navigate an increasingly complex and interconnected world, leaders like Ignacio Bonasa are pioneering new approaches that honor both human potential and organizational effectiveness. His work represents more than methodology or philosophy—it’s a movement toward rediscovering the profound interconnection between personal authenticity and professional excellence.
Through Liderarte, “Dale la vuelta a la tortilla,” and his various other initiatives, Bonasa is not simply training leaders; he’s awakening them. He’s demonstrating that in a world hungry for meaning, the most radical act might be to lead with soul, to embrace vulnerability as strength, and to recognize that behind every strategic decision lies a human heart.
“It’s not just about leading,” Bonasa concludes. “It’s about leading with soul. And that, to me, changes everything.”
In a time when many organizations struggle with engagement, purpose, and authentic connection, Bonasa’s approach offers both hope and practical pathways forward. His journey from banking executive to transformational leader shows that it’s never too late to turn the table, to resetéate, to choose authenticity over expectation.
The future he envisions—where companies become communities, where leaders serve as guardians of culture, where success encompasses inspiration and care—is not just a distant dream. Through his daily work, his revolutionary methodologies, and his unwavering commitment to soulful leadership, he’s building that future one awakened heart at a time.
