The Heroine’s Journey of Joyce Oomen

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

I love that every day is different. I have the opportunity to combine a lot of things. One day I might be giving a Design Thinking training, the next day I am working as part of an innovation team and the other day I might be consulting in innovation portfolio management.

What is my idea of perfect happiness?

Being able to do what you love, being supported and part of a loving and healthy family.

What is my greatest fear?

Losing someone that I love.

What is the trait that I most deplore in myself?

I have trouble letting go, both people as my daily work. It is difficult for me to step away from people I am really fond of, even if we have moved in different directions. I always want to stay friends, keep in touch etc, even if attempting that is hurting me. And sometimes I am so involved in my work that it is keeping me awake.

Which living persons in my profession do i most admire?

I recently followed the executive school “This is Service Doing” and I was really impressed by our teachers Adam Lawrence, Marc Stickdorn and Markus Hormeß. I also am a fan of Ash Maurya and Tom & David Kelley.

What is my greatest extravagance?

We have bought an outdoor jacuzzi this year and I really love relaxing in there, especially at night, looking at the stars.

On what occasion would I lie?

I am a really honest person, sometimes too honest. It then would have to be a small lie, in order not to hurt someone’s feelings.

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

As a company owner, in my field, you face a lot of uncertainties. You never know how many assignments you will have the next year.

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

I am currently setting up a Design Thinking studio. I have rented a new location in Tilburg and it looks awesome. So I was really happy looking at my almost finished studio. I will be even more happier when I am able to turn that into a success story.

If I could, what would I change about myself?

I would like to loose 10 kg without any effort… No, seriously, I am quite happy now with who I am today.

What is my greatest achievement in work?

Being able to build my company Pimcy in 4 years time to where it is today. Having been able to help my clients and push forward great projects. I feel that I am making a difference and that was my biggest motivation to start this venture.

Where would I most like to live?

I live in a small village, Baarle-Hertog, which is located on the border of the Netherlands and Belgium. For now it is great, but later, when our kids are older, I might want to live in a city like Antwerp or Breda or Perth or Valencia or ? I don’t know what the future will bring.

What is my most treasured possession?

Our home. We have a really nice and cosy house that I always enjoy coming home to.

What is my most marked characteristic?

I think I combine an analytical mind with creativity. I can also see things both from a high level perspective as loose myself in nitty gritty details.

What is my most inspirational location, in my city?

That would be the forests surrounding Baarle-Hertog/ Nassau. I love taking a stroll with our dog and coming up with new plans while walking.

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

For a drink I would recommend ‘De Pomp’ and for dinner Lambik

What books influenced my life and how?

I love reading and I like a lot of genres, thrillers, historical stories, fantasy, science fiction. Books that impressed me were ‘Perfume’ by Süskind and ‘Lord of the Rings’ by Tolkien. I also like Dan Brown’s books. How it has influenced me? Good question, maybe my creativity and ability to understand people’s dreams were stimulated by reading?

Who are my favorite writers?

I have no specific favorite writers, I vary a lot.

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

That would be music that is attached to certain happy memories. They might not be the best songs in terms of quality, but they are important to me as they are attached to something. Like Baby just come to me” by Gigi d’Agostino, the opening song of my wedding. Or “Wonderwall’ by Oasis reminds me of studying in Derby. Die immer lacht by Stereoact of a great skiing trip with friends. “Duurt te lang” by Davina Michel because my daughter sung it live on stage when she was just 8.

Who is my hero or heroine in fiction?

Frodo in Lord of the Rings. I love movies where the underdog discovers his true strengths.

Who are my heroes and heroines in real life?

People working in health care, teachers, people that are working for a public or social cause.

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

What pops up in my mind is “Das Leben der Anderen”, I found that movie really impressive and touching.

What role plays art in my life and work?

To be honest, not so much. I love going to theatre, but don’t often make time for it. I occasionally visit museums, but I am not a connoisseur. But I love drawing.

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

That would be my husband, who has always been supportive of me, whatever direction I take.

Whom would I like to work with in 2020?

I would like to work together with my team on new and larger projects that have a focus on changing towards a more entrepreneurial culture and a better customer experience.

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

It would be great to meet Eric Ries or Alex Osterwalder.

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

I am going to work for Infrabel in Brussels where we will be coaching approximately 20 trainees into the ways of Design Thinking. I am really looking forward to that.

Where can you see me or my work in 2020?

You will find me at Studio Pimcy in Tilburg! There I will be running service design sprints for companies wanting to improve customer experience for new or existing products and services.

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

When you do what you love you never have to retire.

Which creative heroines should Peter invite to tell their story? 

Carla Siebinga, Willemien Brand, Odessa Tseng, Hannelore Albrecht, Bianca van Reenen, Sarah Jane Lomas

How can you contact me?

You can contact me in various ways


You tube: Pimcy Service Design & Innovation

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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