The Heroine’s Journey of Reem AL-Smeirat

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

The best thing about my work is being surrounded by cars 24/7.

Talking about cars, having arguments regarding new technologies, design trends, engines power and car performances.

personal photo

What is my idea of perfect happiness?

My Idea about perfect happiness is achieving goals, there’s nothing better than going after your passion and succeeding against all odds. There nothing better than standing next to your design, your own accomplishment, there’s a level a satisfaction that can only be topped with the next level. It opens your eyes to a greedy world where you want more success, more challenges…that’s my happiness.

What is my greatest fear?

My greatest fear is failing a challenge, being rejected, but ultimately failure. I fear feeling defeated, it is something that makes me not able to look at myself in the mirror.

What is the trait that I most deplore in myself?

Procrastination, as designers we tend to have busy schedules and at the same time we never seem to settle on one project, till it becomes too much, and this is when the loop of pushing some projects till the last day of deadline.

Which living persons in my profession do i most admire?

Well I don’t work for him but it would be the dream! Chris Bangle and Adrian Van Hooydonk. They have been the source of inspiration to the path that I am walking today, their influence on the automotive design industry is tremendous, the way they can make cars be so emotional yet functions perfectly not sacrificing anything is what I hope one day I would be able to achieve.

What is my greatest extravagance?

Extravagance is drifting, though it doesn’t look posh, but surly it costs a lot, I also enjoy collecting car scale models and I don’t buy them casually, I search for them, I look for the rare ones, unique, one of kind, fully detailed and when I find one It makes me feel that I landed a treasure!

On what occasion would I lie?

Hahahah, such an interesting question, it feels like lying answering this question, lol… perhaps when I feel a situation is going down hill and a white lie could stop this fall, if that makes any sense?!

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

I dislike the point when we have to be “politically correct” I hate when we have to put money and business ahead of design and true emotion. Nothing kills creativity more than being on budget for the sake of profit!

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

I am the happiest when I feel that I am contributing to something that is for the greater good. And when I am in the brain storming, emotional sketching and problem solving.

I love the research and coming up with ideas.

If I could, what would I change about myself?

What would I change about myself, is to be less serious and more enjoying the moment even in stressful situations, I would like to be more courageous, risk taker rather than always taking a calculated risk.

What is my greatest achievement in work?

Greatest work achievement, I believe am still at the beginning of the road and that is one goal that is yet to be accomplished.

But I definitely feel proud on being the first Car Designer from Jordan, and the first to propose and design a Jordanian Conceptual City Car Phoenix in 2014.

I received an honorary trophy by Deputy Fawzy Al Dawoud a member of the Jordanian Parliament, in a ceremony honoring Jordan’s leading innovators.

Where would I most like to live?

My favorite city in the world is Munch Germany

The sense of German system gives me peace of mind and the fact that wherever you look you see the BMW headquarter is a dream for me.

What is my most treasured possession?

My scale model car collection and I have a library of archived newspapers, articles magazines catalogues about cars going back to 2003 till this day, limited edition books.

Living in Jordan a country that lacks of car design culture was certainly a challenge for a car enthusiast like me, so I used to cerate my own source of information and this is how I built up my knowledge in cars, I owe everything that I know about cars to that source, and its truly a great treasure.

What is my most marked characteristic?

I believe its that fact that I crazy about cars, in particular my passion for BMW, and people tend to call me the crazy BMW person

What is my most inspirational location, in my city?

Currently I live in Turin, my favorite spot is piazza san Giovanni, in particular the stairs in front of the church. There’s something about the intersection of old cities, architecture, heritage and the fact that a train line passes right in front makes me wonder about peoples lives and the future.

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

Well it’s a very touristic place but the chocolate there is irresistible, its Caffarel.

What books influenced my life and how?

The books that influenced my life are both artistic and political

The art of war it opens your eyes to reality and us designers tend to live in our lala land but this books gives perspective on how to be strategic and how everything is part of a greater plan, that we seem not to seize.

Artistic book Art in Time, it was my first art book that I read I was 16 at the time an it just introduced me to Mondrian, Bauhaus, and all the art movements that I always try to infuse through my work.

Who are my favorite writers?

Dan Brown, Paulo Coelho, and My Sister Ronza Zahran

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

One mans dream by Yanni, it’s that musical piece that inspired me to play the piano.

Who is my hero or heroine in fiction?

Iron Man for sure!!! a man who is an inventor/mechanic builds his own cars and machines and gets to play the hero,,. Sounds super empowering.

Who are my heroes and heroines in real life?

I don’t know if I have one, in general everyone who makes his dreams come to reality is a hero for me, so that’s why there isn’t one. A hero is someone who rises above it all to reach his ultimate goal… that’s my hero no matter who it might be.

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

Phantom of the Opera, the multi layers of this character and the artistry are so inspiring and captivating.

What role plays art in my life and work?

Art plays a huge part of my life, art in terms of architecture, dance music are the fuel of inspiration, it ignites something in me that makes me want to move and do something.

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

My family they are my support system, whatever I do they fan out about it and yes partner in crime because I always get them into trouble 😉

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

Well 2 names I would like to have in my career BMW and Pininfarina.

Obviously BMW because I was introduced to the world of cars through the eyes of BMW. And Pininfarina is the pinnacle of perfect simplicity and ultimate beauty in proportions.

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

Chris Bangle, Adrian van Hooydonk.

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

Well that’s not clear yet as I will finish my masters degree in march 2020 so the horizon is yet to be cleared. But a dream project is to work on BMW M car designs.

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

My website is under update status currently, so for now through social media platforms:

facebook on my car enthusiast page: Car Enthusiast – r.smeirs

Instagrem account: rsmeir

Linkedin :

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

Such powerful words! Life can play lots of twisted games on us, if we don’t have the passion to pursue what we want, if we are not passionate about what we do, we tend to retire so fast, get bored, tired and walk away. Passion is the fuel that makes you believe that what you are doing or pursuing makes sense to you as a human and it gives your life a perspective.

Which creative heroines should Peter invite to tell their story?

Cynthia Charwick

How can you contact me?

My 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.


  • tick

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

  • tick

    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.

  • tick

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

  • tick

    You are curious and want to engage in online learning.

  • tick

    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.

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 )

Twitter picture

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

Facebook photo

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

Connecting to %s