The Heroine’s Journey of Natalia Ponce Gutiérrez

What is the best thing that I love about my work?

Working on something I actually like among people who share my passion.

What is my idea of perfect happiness?

Being in peace, confident in the direction I’m taking. Working on what I love, surrounded by people I love.

What is my greatest fear?

Getting stuck, not being able to grow and express myself the way I’d like.

What is the trait that I most deplore in myself?

The fact that I impose mental barriers on me, sometimes without even realizing.

Which living persons in my profession do i most admire?

My friends and whoever excels in their work, especially if they also manage to maintain a healthy physical and mental life. I would especifically like to mention Daniel Argudo, Adrian Torres and Francisco Mercado, who are all great, hard-working supports of mine.

What is my greatest extravagance? 

Collecting small gifts and tokens and displaying them at my desktop, which I call ‘Altar’.

On what occasion would I lie?

I’d probably lie to make my parents feel calmer about something.

What is the thing that I dislike the most in my work?

Pressure and deadlines. Being a perfectionist and trying to do everything the best way possible.

When and where was I the happiest, in my work?

Pretty much every day for the last few months, sharing my workspace with some of my best friends, talking, laughing, doing crazy stuff and being in a constant good mood.

If I could, what would I change about myself?

My perfectionism and the way my mind tends to wander uncontrollably.

What is my greatest achievement in work?

Being able to work on a big studio and big titles. Having built and developed my work/portfolio out of nothing with practice, being able to live from it.

Where would I most like to live?

Somewhere peaceful and interesting. Don’t mind if it’s urban or rural, as long as I have a cozy place to retire to at the end of the day.

What is my most treasured possession?

All the small gifts people have given to me, which I collect and treasure. They are a reminder of people’s appreciation and that makes me feel good.

What is my most marked characteristic?

Being shy and a little bit crazy, always on my own world.

What is my most inspirational location, in my city?

I love every garden in general and how this city has the perfect balance between urban and green spaces, but the ‘Royal gardens’ or ‘Viveros’ hold a special place in my heart.

What is my favourite place to eat and drink, in my city?

A pub called ‘Immortal’. It has become a place where I gather and connect with my friends, some kind of small haven in which we support each other and have a good time, which helped a lot during the last year.

What books influenced my life and how?

I think every book I read when I was younger influenced me in one way or another. I can remember ‘The Hobbit’ graphic novels, whose art used to mesmerize me.

Who are my favorite writers?

I enjoyed a lot the Harry Potter saga, which felt depth but very easy to read and made my imagination work a lot, so I’d say J K Rowling would definitely be among them.

You Only Die Once. What music would I listen on my last day?

Probably the soundtracks from the Lord of the Rings trilogy. Tracks like The Battle of the Pelleanor Fields would inspire me to face any situation.

Who is my hero or heroine in fiction?

Leia from Star Wars, I would always think she was so cool when I was little. Strong, intelligent, ironic, and a princess on top of everything.

Who are my heroes and heroines in real life?

My friends and the people I surround myself with. I see a hero in every one of them. They are hard-workers who have faced different challenging situations in their lives, and there’s always something inspiring to learn from them.

Which movie would i recommend to see once in a lifetime?

Hard to choose, but it would be Matrix or Disney’s the Lion King. Both for the excellent technical aspects, entertaining factor and the messages underneath.

What role plays art in my life and work?

It plays a heavy role since, work-wise, it’s what I do and produce. In my personal life art has taught me to see things differently, to be more aware of things as an observer and ask myself more questions. Also to enjoy anything pretty and sensory, such a nice sunset.

Who is my greatest fan, sponsor, partner in crime?

My partner. He’s my biggest friend and support in life, giving me a constant and never-ending reason to go forward and improve. We also happen to share the same interests and profession, which is awesome.

Whom would I like to work with in 2019/2020?

Anybody who shares my ideals and is creating a good, exciting and original project I can feel I can be part of and contribute to.

Which people in my profession would i love to meet in 2019/2020?

Nobody in particular, I like the kind of people life has put around me recently. Looking forward making many new industry friends!

What project, in 2019/2020, am I looking forward to work on?

I’m currently doing contract work for an interesting project, so I hope to continue doing that, and I would also love to work on personal stuff.

Where can you see me or my work in 2019/2020? for finished pieces and for works in progress as well

What do the words “Passion Never Retires” mean to me?

It means that you’ll never stop being an artist, even if you stop producing art at some point.

Which creative heroines should Peter invite to tell their story? 

I would like to suggest Diana Rodriguez, head of studies at ESAT Valencia. She’s very active and committed and definitely the best example of an heroine I can think of.

How can you contact me?

Via e-mail at, or via my arstation page

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


Are you a creative leader or creative professional looking to develop your business skills and storytelling?

Amidst today’s uncertainty, it is more important than ever to reconnect with yourself and others, develop your creative business, and build your story. Dive deep into your unique business style and areas for growth with the coaching of Peter de Kuster.


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    You are a creative leader or creative professional  who is interested in developing yourself, your business, and your story.

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    You are aware that there are no quick fixes. Learning is a journey that works when you are fully committed to it. Coaching can bring awareness and help you navigate, but in the end it’s you who is in charge of your growth.

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    You want to learn more about how to resource yourself, learn about blind spots, and get feedback.

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    You are curious and want to engage in online learning.

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    You are motivated to work in-between sessions on yourself (e.g. working on homework assignments that will help you develop new storytelling, skills, and behaviors).


The Heroine’s Journey Coaching is all about your development. To make the most out of your sessions, we ask you to prepare topics to work on with Peter. These topics can serve as a starting point for further in-depth exploration with Peter.

These coaching topics typically resonate with the creative leaders Peter works with:

How can i tell the most powerful story possible about myself and my creative business?

How can I handle self promotion and marketing of my creative business better?

How do can I stay authentic and with focus when having difficult conversations with potential clients?

What are my creative values and how do I align these with my business values?

How can I manage my time and energy better?

How can I radiate confidence to my clients while feeling anxious inside?

How can I steer myself towards creative excellence without becoming rigid?

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 lives 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.

individual coaching for leaders


The Heroine’s Journey Coaching online sessions last 50 minutes and the fee is Euro 189 excluding VAT per session. The Heroine’s Journey Coaching is suitable for people at any stage in their career.


Who can sign up for The Heroine’s Journey online coaching?

Creative leaders and creative professionals who wish to improve their business story and develop their business skills and mindset.

Should I choose 1:1 coaching?

Our The Heroine’s Journey experiences in world cities allow you to learn not only from the coach but also from your peers. For the small group coaching (1 – 4 people), we have selected important, relevant topics that we find regularly come up for creative professional: purpose, storytelling, creative confidence, self promotion, time & money and resilience.

If you would prefer to work alone or on a different topic, individual coaching is a better fit for you.

What language do we speak in the coaching sessions?


Can I buy coaching for my organization?

Yes, you can! We support many organizations around the world with their coaching needs. Please contact us for more information.

Can I bring my own topics?

Yes, for individual coaching you get to choose your own topic.

Are coaching sessions confidential?

Yes. Peter will not share anything that is discussed in the coaching sessions.

Where will the coaching sessions take place?

Sessions will take place online (as per the times we live in) via an online tool like Zoom or Skype. Peter will let you know.

How do I sign up?

Send Peter a mail to to start booking your coaching sessions.

How do I pay?

After you send the mail, you will receive an email with a link to pay.

How do I book and reschedule sessions?

Once we’ve received your payment, Peter will contact you and book your coaching sessions. He will also support you with rescheduling sessions if needed.

What is your cancellation policy?

Individual coaching sessions can be postponed up to one week before the session.

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