The Heroine’s Journey of Luisa Valenzano


What is the best thing that I love about my work? I love the possibility of feeling free to express myself through the arts.

What is my idea of perfect happiness? For me, happiness means to immerse myself totally in painting and sharing this experience with my dearest friends and artist friends.

What is my greatest fear? Losing my family is my biggest fear. Among my fears there is also the possibility of losing one or more perceptive senses, sight or touch for example and no longer being able to continue doing my job.

What is the trait that I most deplore in myself? Sometimes my lack of courage, that push that could take me further into the artistic choices.

Which living persons in my profession do i most admire? The living artists I admire are many and their expressions are very different. There are Italian artists of the figurative current from whom I constantly draw inspiration from Mauro Maugliani, to Roberta Coni, Elisa Anfuso and Francesco Lauretta. Other foreigners such as the Spaniard Dino Valls, the English Jenny Saville and the Americans Ali Cavanaugh and Alyssa Monks. I also follow with interest other contemporary artists who use expressive means other than painting such as performance or installation. 

What is my greatest extravagance? Going skating or climbing trees as if I was 12 years old. 

On what occasion would I lie? I don’t like to lie, I’m not capable of it. We must try to find the most suitable way to tell the truth without hurting, depending on the situation or the people we are facing.

What is the thing that I dislike the most in my work? It is the feeling of having too little time to dedicate to my paintings.

When and where was I the happiest, in my work? When I was involved in a project with other artists selected for the construction of an altarpiece for a church in Giulianova in Abruzzo. I had never done a work with a religious theme but the opportunity to study and deepen my research with the support of art historians, anthropologists and other experts was very exciting for me and confirmed that working as an artist can be a very complex and serious job if accompanied by Research.

If I could, what would I change about myself? I would like to be more enterprising

What is my greatest achievement in work? When I manage to move those who look at my work or visit an exhibition of my works.

Where would I most like to live? I would like to live in the country, to have more space available for painting or working always remaining in my beloved Apulia, with its prosperity of light and color. Unfortunately it is non possible for me at the moment to schedule a change of residence, for logistical reasons related to the family.

What is my most treasured possession? My children

What is my most marked characteristic? Telling through my painting simple moments with looks and small gestures of the depicted subjects. Sometimes a story of incommunicability between two subjects or a desire for balance and confrontation.

What is my most inspirational location, in my city? The old village of my town: there are houses there whose exteriors are painted in blue and for this reason it is called “the blue town”, one of the very few examples in the Mediterranean area.

What is my favourite place to eat and drink, in my city? At my grandmother’s house, for me the place where I feel mostly at home surrounded by the whole family

What books influenced my life and how? Each book tells stories and leads us to reflections that may be useful in our lives. One of the books I would recommend and that I feel close to my way of thinking is “Ancient like the mountains” by Gandhi. He affirms that truth and non-violence are as ancient as the mountains because love has great power and reduces poverty and injustice. Now the book I am thinking of as very useful for my profession is “The Way of the Artist” by Julia Cameron, a very useful text for any artist and creative person.

Who are my favorite writers? Apart from Gandhi, Carl Gustav Jung, Oscar Wilde

You Only Die Once. What music would I listen on my last day? I would listen to “The Tomorrow” by The Cranberries, in its text it is repeated several times that waiting for tomorrow may be too late for the choices to make today: “Tomorrow could be so great – I wish I could change the date – Tomorrow could be so great – If only you had some faith”

Who is my hero or heroine in fiction? When I was a young girl I was fascinated by Jo March, one of the protagonists of “Little Women”, a novel by Louisa May Alcott, for the creativity and for the nonconformity that characterized her.

Who are my heroes and heroines in real life? My mother is always present and it is a continuous support for my family, for my children and for my art.

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

What role plays art in my life and work? Art is an integral part of my life and my work, in my private life and in the one shared with others.

Who is my greatest fan, sponsor, partner in crime? My friends and my family

Whom would I like to work with in 2019/2020? With those who share my same intense passion for art

Which people in my profession would i love to meet in 2019/2020? It would be wonderful to be able to meet and exhibit with some of the artists I greatly admire and talked about previously.

What project, in 2019/2020, am I looking forward to work on? I’m starting to work on a pictorial project for my next solo show, at the moment I can’t reveal anything but it excites me a lot.

Where can you see me or my work in 2019/2020? My available works are visible in my studio in Casamassima in Apulia, or they will be exhibited in group exhibitions in various cities of Italy. The next exhibition will be in Gorizia up to 8th December with the Exposition “Incontri al Femminile” at the ACS Contemporary Art Gallery. The other dates are being defined.

What do the words “Passion Never Retires” mean to me? Those who work with art and creativity like me have no age limit. I will continue to carry out my works and follow the world of art as long as I have energy inside me. This I believe is common to every fan of art, of its many shapes, as well as music or dance.

Which creative heroines should Peter invite to tell their story? Magda Marfelli, Giuliana Schiavone, Luna Pastore, Rose Mary Nicassio, Lucianna Ariemma

How can you contact me? ; facebook: Luisa Valenzano artist; Instagram: luisavalenzano


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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