The Heroine’s Journey of Amanda Gummer

What is the best thing that I love about my work? 
I believe that play is how children learn vital skills and that the world would be a better place if everyone was more playful so it is great being able to spend my work life trying to make the world more playful and help organisations understand the value of play in healthy child development and I’ love being able to play with toys during a normal working day!
What is my idea of perfect happiness? 
Being with loved ones, somewhere warm by the sea and having nothing in the schedule. 
What is my greatest fear? 
Drowning or being burnt alive
What is the trait that I most deplore in myself? 
My lack of will power when it comes to self discipline
Which living persons in my profession do i most admire? 
Peter Brown, Christine Nichols, Tim Gill and Tom Shea
What is my greatest extravagance? 
I had a lovely over-sized bath installed and I love a luxurious soak and a pamper session.
On what occasion would I lie? 
There’s very little I wouldn’t do to protect my daughters so if I had to lie to do so, I think I would. 
What is the thing that I dislike the most in my work? 
Bureaucracy and annoying admin that takes ages to achieve things that should really be simple
When and where was I the happiest, in my work? 
I was really happy when i was invited to talk about our Balanced Play Pyramid in the European Parliament and had representatives from the major toy companies there who were all really positive about our work. I like it when I feel that people really get what we’re about and why I do what I do.
If I could, what would I change about myself? 
I’d care a little less about what people think about me.
What is my greatest achievement in work? 
Developing the Good Toy Guide and Good App Guide
Where would I most like to live? 
Anywhere warm and by the se
What is my most treasured possession? 
My nan’s ring
What is my most marked characteristic? 
I’m generally very optimistic
What is my most inspirational location, in my city? 
The South Bank – I love walking along the river Thames, especially during dusk, and watching the world go round.
What is my favourite place to eat and drink, in my city? 
There’s a gorgeous Thai restaurant that serves passion fruit prawns and I go there whenever I want to treat myself. 
What books influenced my life and how? 
The Big Bang Theory – I read it when I was a teenager. I didn’t finish it but it made me realise it’s ok not to have all the answers but that we should never lose our sense of curiosity and wonder in the world. 
Anne of Green Gables – my childhood favourite and it made me realise it’s ok not to fit in
Who are my favourite writers? 
I don’t have a list of favourite writers – I try and read different authors and I love to find new, slightly quirky books by unknown authors.
You Only Die Once. What music would I listen on my last day? 
Billy Joel – to remind me of happy childhood memories and there’s normally one of his songs that work in any given situation
Who is my hero or heroine in fiction? 
Hermione Granger – I’d love to be magical. 
Who are my heroes and heroines in real life? 
Probably Michele Obama, but I’ve got a few non-famous friends who I think are real heroes.
Which movie would i recommend to see once in a lifetime? 
I think everyone should watch Schindlers List, but I also thing everyone should watch Mary Poppins and It’s A Wonderful Life at least once too.
What role plays art in my life and work? 
I’m fairly uncultured. I like art to have an emotional connection for me so it’s usually related to a memory. My favourite picture that I own is a large painting that my friend’s mother in law painted and was handing in the bedroom I stayed in when I visited during a really challenging time of my life.
Who is my greatest fan, sponsor, partner in crime? 
I’m really lucky to have a supportive family, but my Nan was my biggest fan – she always had my back and would always think the best of me. 
Whom would I like to work with in 2020? 
I’d love to work with more charities, both in the US and UK. 
Which people in my profession would i love to meet in 2020? 
I’d love to meet people developing new children’s brands with a social mission
What project, in 2020, am I looking forward to work on? 
BBC’s Children In Need in the UK and a project working to develop play-based family centres in China 
Where can you see me or my work in 2020? 
Our website is being rebranded so will be from the Spring, but until then it’s 
My Linked In Profile is fairly up to date with my latest work –
The Good Play Zone will be at various festivals in the UK over the summer, including CarFest, Gloworm and the 3 Foot Festival. 
What do the words “Passion Never Retires” mean to me? 
If you believe in what you’re doing you never want it to stop – you never struggle to get out of bed in the morning. 

How can you contact me? 

Twitter @DrAmandaGummer


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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