The Heroine’s Journey of Elena Fernández

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

What I like most about my job is that every project I start is completely different and poses new challenges. Which leads me to keep up in my profession and constantly learning

What is my idea of perfect happiness?

Keep doing what I like every day, with a loving family and having good friends.

What is my greatest fear?

That my work becomes monotonous and not wanting to go to work in the morning.

What is the trait that I most deplore in myself?

That part that is part of each one that tells us that we are not able to do something and immobilizes us. It’s that demon that I have to fight with every day.

Which living persons in my profession do i most admire?

To all those indies developers who join their experience and their desire to do great things that come together to create their own studios and innovate in the industry.

What is my greatest extravagance?

I love inventing the lyrics of the songs and I am very good at it!

On what occasion would I lie?

To my father with tobacco, I will never tell him that he smoked. Fortunately I don’t do it anymore!

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

The animation, 2D or 3D. Cheering is something I have to do almost every week and I can’t stand it.

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

The art that makes up a video game is a great puzzle with many pieces. My favorite moment is when they all start to fit in and everyone can see what at first was only in your head.

If I could, what would I change about myself?

I would try never to stop playing sports and go much more to the field.

What is my greatest achievement in work?

The day they called me from a University to go to speak to more than 300 students about who I am and what is my professional career.

Where would I most like to live?

In any medium-sized city with sea and lots of forest, it could be New Zealand.

What is my most treasured possession?

My computer, without it I could not do what I love every day.

What is my most marked characteristic?

Whatever happens to me I always have a smile to offer everyone.

What is my most inspirational location, in my city?

The park of the Dehesa de la Villa, a miniature forest near my house.

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

It depends on what you want to eat or drink! Madrid is a city with a wonderful gastronomic offer.

What books influenced my life and how?

The Lord of the Rings of Tolkien opened the doors to a wonderful world of fantasy and reminded me that imagination has no limits. Today it is something fundamental for me in my work.

Who are my favorite writers?

HP Lovecraft or Edgar Allan Poe, I’m looking forward to starting a project inspired by the work of one of them two.

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

Judas Priest’s Turbo lovers album.

Who is my hero or heroine in fiction?

Dragonball Goku, he trained himself, he never gives up and, no matter how much misfortune he suffered, he always stayed true to himself and his friends.

Who are my heroes and heroines in real life?

My parents. They created a wonderful life from nothing and with their effort, they have always been faithful to their ideas and have formed a wonderful and loving family.

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

The original Star Wars trilogy.

What role plays art in my life and work?

It is one of the pillars of my life and my work. Without art it would be incomplete.

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

Beñat, my boyfriend. He is my partner and accomplice in all my adventures.

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

With Omar and Isma, my colleagues and partners of 8Pícaros.

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

More people of indie studies where we could share experiences and make a united guild.

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

Continue with Fulvinter and try to finish it and publish it.

Where can you see me or my work in 2019/2020?

You can see that I am currently working on my study website

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

It is a philosophy of life, without passion in our work, hobbies, family and friends we are dead.

Which creative heroines should Peter invite to tell their story? 

Patricia González Santana (Architect)

Natalia Dominguez Brito (Industrial Design Engineer)

Cristina Vega Iglesias (Architect)

Shaila Harjani Harjani (Publicist)

Sonia Benítez Dorta (Teacher)

Marta Elías Gambrina (Musicologist)

Julia Fernández Pérez (Illustrator)

How can you contact me?

Through my Linkedin or my study email

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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