The Heroine’s Journey of Anna Dora Lascsik

What is the best thing that I love about my work?
That it makes me know who I am and allows be to be who I am.
What is my idea of perfect happiness?
Studies shows happiness has little about work happy people has just two in common. They have plenty of different friends and all of them in a romantic relationship. However if I would need to connect it would be to make things that bigger than us. To make things that if people experience and go home after they can’t live the same life anymore.
What is my greatest fear?
My greatest fear is missing out. Not gicing 110%. Also spiders.
What is the trait that I most deplore in myself?
I’m incredibly inpatient.
Which living persons in my profession do i most admire?
Jessica Walsh, Tom Sharp, Simeon Aldred, Nick Knight, Refik Anadol
What is my greatest extravagance?
Supernatural instinct and a never giving up attitude.
On what occasion would I lie?
If a lie is the only way to get things right.
What is the thing that I dislike the most in my work?
Let’s face reality – the money. Don’t get me wrong I have nothing to complain but generally the creative industry is underpaid next to the value it brings to people life. I think the same thing about education.
When and where was I the happiest, in my work?
When I was quitting my perm job to go back freelance.
If I could, what would I change about myself?
I would be more organised.
What is my greatest achievement in work?
I worked on a book for Jimmy Page that got nominated for a Grammy. I was teaching in graphic design in Armenia for kids who has no even internet at home. I designed a campaign for The Global Fund that effects and can save the life of millions. Also it come from a place that I managed to get a job as design director in age of 27. As a woman in advertising. But the best is yet just to come.
Where would I most like to live?
I’m pretty happy with London where I am now but also playing with the idea of New York.
What is my most treasured possession?
My Little Penthouse.
What is my most marked characteristic?
I have the personality of a chameleon.
What is my most inspirational location, in my city?
The Tate Modern.
What is my favourite place to eat and drink, in my city?
The Kimchi Restaurant and The Alchemist Cocktail Bar
What books influenced my life and how?
Doris Lessing – The Fifth Child and a Buddha quote “In the end only three things matter: how much you loved, how gently you lived and how gracefully you did let go of things that didn’t mean for you.”
Who are my favorite writers?
I will be extremely honest – I don’t really read books. But one of my favorite writers in the creative industry is Tom Shapr.
You Only Die Once. What music would I listen on my last day?
I would go to a rave party at Printworks.
Who is my hero or heroine in fiction?
Who are my heroes and heroines in real life?
Jessica Walsh and Jeff Koons. Both of the character is fascinating and their position says a lot about our society today.
Which movie would i recommend to see once in a lifetime?
Matrix, the first one, obviously.
What role plays art in my life and work?
I have a fine art background. It inspires my on a technical level and also use it as a relaxation tool if I don’t want to get too conceptual but enjoying the physical part of playing with some techniques.
Who is my greatest fan, sponsor, partner in crime?
Myself – by the end of the day you need to do your own luck.
Whom would I like to work with in 2020?
Nike, Apple and Louis Vuitton
Which people in my profession would i love to meet in 2020?
I’m not a typical fan girl type – sometimes the most admirable talents are the most shy, closed people in life.
What project, in 2020, am I looking forward to work on?
I will have a collab called like “Too Much Lovely” with Tom Sharp.
Where can you see me or my work in 2020?
It seems like I will give a talk on Usbynight at Antwerp, having an exhibition about Too Much Lovely and participate in so far.
What do the words “Passion Never Retires” mean to me?
My passion is that unbreakable that I don’t even know what does it could mean.
Which creative heroines should Peter invite to tell their story? 
Tom Sharp
Yarza Twins
Billy Glow
How can you contact me?
Could you put my website link  please and my social profiles, and instagram @AnnaDora L.

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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