The Heroine’s Journey of Lisanne Hoogerwerf

What is the best thing that I love about my work? In my studio, I am the creator of my own world. And with my artworks, I can share this world with others. I love the fact that I can create and share ‘things’ that didn’t exist before. But also I love the freedom I have as an artist. The freedom to create whatever I want and to manage my own time. 
What is my idea of perfect happiness? I am happy when I can do whatever feels important to me, live close to nature and surround myself with people I enjoy being with. 
What is my greatest fear? Losing my ability to make my own choices.
What is the trait that I most deplore in myself? I can be quite messy. That’s why I often need to clean up my studio and my house. After I finish cleaning it can be a total mess again within a couple of hours and I can start all over again. That’s how I keep myself busy.  
Which living persons in my profession do I most admire? I admire the artist Francis Alÿs for his simple, poetic but very powerful artistic style. But also I am fascinated by the cinema of Andrej Tarkovsky. I love the settings and atmospheres he has created. 
What is my greatest extravagance? I feel the urge to drag around my sketchbook, my notebook, my iPod with music and my eBooks wherever I go. Even though on many occasions I don’t even open my bag to grab them, I still like to have them close by just in case.  
On what occasion would I lie? Sometimes when I want to keep focus on my work for a couple of days I tell people that I cannot meet up because my agenda is filled up. While actually I have an empty agenda and I want to keep it that way. 
What is the thing that I dislike the most in my work? I mostly dislike the financial insecurity I have as an artist. I never know how much money I will make in the coming months. I always have to trust money will come in one way or another. And happily, I never had a serious lack of money so far.    
When and where was I the happiest, in my work? I am happiest when I am in the flow creating what I want without thinking too much. Just playing around with the settings I have created and my camera. 
If I could, what would I change about myself? It’s getting better and better, but sometimes I still have difficulties setting my boundaries and I let others take my time and energy. So if I could change something I would make myself a bit more assertive. 
What is my greatest achievement in work? I am not sure what is my greatest achievement, but I guess finding my own artistic voice again (after having abandoned it for a couple of years) was quite important for me.  
Where would I most like to live? My boyfriend and I would love to buy an abandoned farm somewhere close to nature with enough space for us to create our artworks. It would be perfect if our home is not too far away from my friends and family.  
What is my most treasured possession? I have a lot of diaries and sketchbooks that I filled up since I was a teenager. If my house would catch fire and I could only take a few items, I would probably try to take some of these with me, because to me the things I’ve written and drawn are gateways to a lot of ideas and memories. 
What is my most marked characteristic? Hard to tell, but I often hear from others that I am a good listener.  
What is my most inspirational location, in my city? I grew up 5 minutes walking from the beach. I have always loved the beach and today the beach and a beautiful dune-area called Meijendal are the most inspirational places for me in The Hague. 
What is my favorite place to eat and drink, in my city? To be honest I love to eat and drink at home because my boyfriend is a wonderful cook.  
What books influenced my life and how? “Conversations with God” was an eye-opener and a great influence in my life. It made me feel more powerful and more in charge of my own circumstances then I thought I was. 
Who are my favorite writers? One of my favorite writers is Roy Appadurai. Especially her book God of Small Things. I love the way she can create an understanding and a sympathy for very contrasting characters. 
You Only Die Once. What music would I listen to on my last day?  I love minimalistic music of for example Nils Frahm, Otto A. Totland, and Joep Beving.  But If I would be dying I would probably like to listen to the heavenly music of Hildegard Von Bingen (so I can get into the right mood). 
Who is my hero or heroine in fiction? As a child, I had many heroes like the orphan Annie, Oliver Twist, and The Little Captain. Nowadays I find it more difficult to say who my hero in fiction is, but I am sure these adventurous and brave child heroes in a sense can still be a great example of continuous self-exploration and development for me. 
Who are my heroes and heroines in real life? Some might call him fictitious too, but I am a great fan of the teachings of Bashar (a speaker channeled by Darryl Anka). The wisdom he spreads helps me to simplify things and it reminds me that life can be just great fun.  
Which movie would I recommend to see once in a lifetime? The movies of Andrej Tarkovski. I like it that I cannot grasp their deeper layers. And visually and poetically they are very rich and beautiful. 
What role plays art in my life and work? Creating art is a kind of meditation and a way to explore my inner world. At the same time selling my art is totally different. It is more an exercise in communication, planning, seeking out the right opportunities and overcome my shyness. Sometimes I wish I could skip the commercial side, but deep down I know that the skills I need in order to sell and show my work are also essential for me to develop. 
Who is my greatest fan, sponsor, partner in crime? My boyfriend. He is an artist too. And together we help each other develop and grow. 
Whom would I like to work with in 2020? I believe the art world is more and more happening going to take place online. Therefore I would love to work with online platforms, gallerists or curators that are specialized in building online art communities online.  
Which people in my profession would I love to meet in 2020? I would love to meet any entrepreneurial artists both in the Netherlands and abroad that are seeking out opportunities to show their work and built communities. I would love to share experiences and see if we can help each other grow.   
What project, in 2020, am I looking forward to work on? I am probably going to work together with a gallery and I am very curious about how that will work out.    
Where can you see me or my work in 2020? I have more projects in ‘the pipeline’, but one exhibition that’s for sure is This Art Fair, a curated art show in Amsterdam in May 2020. You can see my portfolio online at 
What do the words “Passion Never Retires” mean to me? I will not stop doing the things that feel important for me to do (which is now creating art but it could develop into something else) after I am 65 or older.  
Which creative heroines should Peter invite to tell their story? Hanna de Haan 
How can you contact me? PM me on Facebook or Instagram (lisannehoogerwerf) or send me an email at


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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