The Heroine’s Journey of Sara Elisa Mazzucato

What is the best thing that I love about my work? When I was a child, people always told me that my head was in the clouds, flying among thoughts. They all wondered what I was thinking, and I laughed at myself because most of the time I was inventing funny horror stories (not so scary, I suppose). I was bursting with ideas and my biggest problem was: where do I put them? I needed a purpose and a discipline for my crazy mind. The thing I love about my work is that it gave me both.

What is my idea of perfect happiness? Strong respect for people. Strong respect for myself. Freedom of thought. Honest eyes.  Curiosity and hunger. A mind of my own.

What is my greatest fear? My greatest fear is to live a life that doesn’t suit me. This is the reason why I chose a challenging job life: I’ve built a web agency with three headstrong friends of mine. Not so easy when all the people around you have a steady-job mindset. I truly respect their point of view, and I know that a permanent contract means a safe life. But I also know that a bad routine could kill me. Balance? Yes, sure. Boring? Please, no.

What is the trait that I most deplore in myself? I don’t like my restlessness. I would like to be a quiet and easy person sometimes!

Which living persons in my profession do i most admire? Oh, well. The first person that comes into my mind is Tea Uglow, creative director at Google’s Creative Lab in Sydney. Then I mention Luisa Carrada, I like her approach to the business writing. Great women.

What is my greatest extravagance? 0°C outside? I go to work by bike. 40 °C? Bike again. Plus, I’m fond of backpacks.

On what occasion would I lie? I believe that Friends Don’t Lie (cit.), but if I I do lie, probably it’s because I’m protecting someone else from something bad.

What is the thing that I dislike the most in my work? What I dislike the most is when I’m wrong about something, because I feel it’s my fault.  It’s hard for me to handle the guilt.

When and where was I the happiest, in my work? I’m always happy when I have to hunt words and concepts. I love creating strong messages that connect brands to the life of people.

If I could, what would I change about myself? I’d like to be good at maths! And then I hope to be less emotional in my future life.

What is my greatest achievement in work? I feel that I really improved myself when I started to be organized (many thanks to my colleagues!). When you succeed in giving a method to your wildest imagination, you win.

Where would I most like to live? I moved a lot during my life, but now I can say I’m really happy to live in Padua, Italy (my hometown).

What is my most treasured possession? My red bicycle, a gift from my dad for my last birthday! I could kill for it.

What is my most marked characteristic? I’m weirdly funny and enthusiast, no doubt that this is my most marked characteristic.

What is my most inspirational location, in my city? Colli Euganei, 20/25 mins by car from my house. A big expanse of green hills, breathtaking especially by night.

What is my favourite place to eat and drink, in my city? My favourite place to eat and drink is the tavern of a friend of mine. A family-run business where I totally feel at home.

What books influenced my life and how? Jonathan Franzen’s Corrections, L’Adversaire by Emmanuel Carrère and Journal d’un corps by Daniel Pennac: these books made me understand the importance of changing my point of view, to avoid bias.

Who are my favorite writers? Stefano Benni and Nabokov. Strange couple isn’t it?

You Only Die Once. What music would I listen on my last day? Missy Elliott and Ms Lauryn Hill.

Who is my hero or heroine in fiction? At the moment? Eleven from Stranger Things!

Who are my heroes and heroines in real life? The minds behind Riposte Magazine ( (May I also say My mother? Give me that, it’s authentic sugar. She is completely different from me – logical, extremely practical, strict – but she’s also the best advisor I have).

Which movie would I recommend to see once in a lifetime? Two movies: Mary and Max and Little Miss Sunshine.

What role plays art in my life and work? Art is the bridge between me and the world. It’s the best way I have to communicate, both in my job and private life.

Who is my greatest fan, sponsor, partner in crime? My job team, and so am I for them.

Whom would I like to work with in 2019? My dream is to work with Giuseppe Mazza, one of the most awarded Italian copywriters, based in Milan. I like him because he is a big thinker and society-observer.

Which people in my profession would i love to meet in 2019? I would like to meet the women I admire: Tea Uglow and Luisa Carrada.

What project, in 2019, am I looking forward to work on? I want to start a series of creative writing workshops. A very big goal (not in 2019!) I have in my mind is to organize these courses in High Schools too.

Where can you see me or my work in 2019? I’m very proud to say that I’m writing a book! It’s a particular brand communication guide, the heart of BFENTERPRISE philosophy.

What do the words “Passion Never Retires” mean to me? They sound like: don’t forget to fight for your job choices. Never.

Which creative heroines should Peter invite to tell their story? Eleonora Marangoni, writer and copywriter. Elegant taste.

How can you contact me?

Here follows a message of Peter de Kuster, founder of the Heroine’s Journey 


The Heroine’s Journey is a private tour in story rich venues of world cities with Peter de Kuster, to rewrite the story you tell yourself about yourself and your creative work and in the process transform your life and business.

What is your Story?

“Your story is your life,” says Peter. As human beings, we continually tell ourselves stories — of success or failure; of power or victimhood; stories that endure for an hour, or a day, or an entire lifetime. We have stories about ourselves, our creative business, our customers ; about what we want and what we’re capable of achieving. Yet, while our stories profoundly affect how others see us and we see ourselves, too few of us even recognize that we’re telling stories, or what they are, or that we can change them — and, in turn, transform our very destinies.

Telling ourselves stories provides structure and direction as we navigate life’s challenges and opportunities, and helps us interpret our goals and skills. Stories make sense of chaos; they organize our many divergent experiences into a coherent thread; they shape our entire reality. And far too many of our stories, says Peter, are dysfunctional, in need of serious editing. First, he asks you to answer the question, “In which areas of my life is it clear that I cannot achieve my goals with the story I’ve got?” He then shows you how to create new, reality-based stories that inspire you to action, and take you where you want to go both in your work and personal life.

Our capacity to tell stories is one of our profoundest gifts. Peter’s approach to creating deeply engaging stories will give you the tools to wield the power of storytelling and forever change your business and personal life.

What Can I Expect?

Here’s an outline of The Heroine’s Journey.

Journey Outline


  • The Power of your Story
  • Are you even trying to tell a Story?
  • Old Stories  (stories about you, your art, your clients, your money, your self promotion, your happiness, your health)
  • Tell your current Story
  • Is this Really Your Story?


  • The Premise of your Story. The Purpose of your Life and Art
  • The words on your tombstone
  • You ultimate mission, out loud
  • The Seven Great Plots
  • The Twelve Archetypal Heroes
  • The One Great Story
  • Purpose is Never Forgettable
  • Questioning the Premise
  • Lining up
  • Flawed Alignment, Tragic Ending
  • The Three Rules in Storytelling
  • Write Your New Story


  • Turning your story into action
  • Story Ritualizing
  • The Storyteller and the art of story
  • The Power of Your Story
  • Storyboarding your creative process
  • They Created and Lived Happily Ever After.

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storytelling firm which helps creative professionals to create careers and lives based on whatever story is most integral to their lifes and careers (values, traits, skills and experiences). Peter’s approach combines in-depth storytelling and marketing expertise, and for over 20 years clients have found it effective with a wide range of creative business issues.


Peter is writer of the series The Heroine’s Journey and Hero’s Journey books, he has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

Become a great Storyteller

That’s why I set up The Heroine’s Journey in the great cities of the world.  A new way to use the power of your story.  To guide you to life-changing, eye-opening movies, art, literature that truly have the power to enchant, enrich and inspire.

In this journey with Peter de Kuster you’ll explore your relationship with stories so far and your unique story identity will be sketched. You will be guided to movies, art, literature, myths that can put their finger on what you want to rewrite in your story, the feelings that you may often have had but perhaps never understood so clearly before; movies that open new perspectives and re-enchant the world for you.

You will be asked to complete a questionnaire in advance of your session and you’ll be given an instant story advice and movies to see to take away. Your full story advice and movies to see list will follow within a couple of days.

Book your private story coaching tour

You can choose from three options:

  1. The Heroine’s Journey Short and Powerful.   This is a 8 hours – private story coaching,  one day, one – on – one with Peter de Kuster. The price is Euro 2500 excluding VAT including lunch and drinks. You can bring a maximum of three (business) partners to the private tour if you choose to.
  2. The Heroine’s Journey Intensive.  This is a 16 hours – private story coaching,  two days one – on – one with Peter de Kuster. The price is 5000 excluding VAT including lunch and drinks. You can bring a maximum of three (business) partners to the private tour if you choose to.
  3. The Heroine’s Journey Impact.  This is a 24 hours – private story coaching,  three days one – on – one with Peter de Kuster.  The price is 7500 excluding VAT including lunch and drinks. You can bring a maximum of three (business) partners to the private tour if you choose to.

Please note the private tours Short and Powerful can take place in Amsterdam, Antwerp, Berlin, Barcelona, Bruxelles, Florence, London, Malaga, Madrid, Milan, München, Paris, Rome, Rotterdam, Sevilla and Venice at the moment.

The private tours Intensive and the private tours Impact are offered in Amsterdam, Antwerp, Berlin, Barcelona, Bruxelles, Copenhagen, Florence, London, Los Angeles, Malaga, Madrid, Melbourne, Milan, München, New York, Oslo, Paris, Rome, Rotterdam, Sevilla, SydneyVenice and Vienna.

You can book Peter by mailing him at 

Booking Information

  • Once you have purchased a private tour you will be given information to get in touch and arrange a date and time for your private tour.
  • Private tours will take place at any given day of the week.  The private tour will take place in a story rich city.
  • Please note that once your appointment time and date have been confirmed, we have a forty-eight hour cancellation policy. Any cancellations less than 48 hours prior to an appointment, or any no-shows will be charged. Any requests to reschedule less than 48 hours prior to an appointment, cannot be guaranteed and the original appointment will be charged for other than in exceptional circumstances.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s