The Heroine’s Journey of Deborah Sawyerr

What is the best thing that I love about my work? The best thing I love about my work is being able to educate children as young as six on how to be money smart. It’s the most rewarding work I’ve ever done in my life – except from becoming a mother.

What is my idea of perfect happiness? My idea of perfect happiness is having good health. Without good health, it’s practically impossible to enjoy any other form of happiness.

What is my greatest fear? My greatest fear is allowing fear itself to consume me to the point where I’m frozen with it.

What is the trait that I most deplore in myself? Deception.

Which living persons in my profession do I most admire? Haha. I admire Robert Kiyosaki aka Rich Dad Poor Dad.

What is my greatest extravagance? My greatest extravagance was a BMW which I bought many years ago. My daughters still remember that car many years after I got rid of it.

On what occasion would I lie? Whenever my daughters are feeling a little unwell, and can go to school, I exaggerate how poorly they are feeling.

What is the thing that I dislike the most in my work? I dislike having to stare at the same four walls every day. It can get quite boring after a while.

When and where was I the happiest, in my work? The year was 2018 when I was commissioned to educate 250 young people in financial education.

If I could, what would I change about myself? I’d change my height. I want to be a little taller. Just a little. It’s just a wish.

What is my greatest achievement in work? My greatest achievement is being able to write three books on financial education in the first year of my business. It was pretty tough, but I’m glad that I did it.

Where would I most like to live? I’d like to live somewhere sunny, warm and idyllic.

What is my most treasured possession? A gold watch which was gifted and given to me by my older sister as a birthday gift a few years ago.

What is my most marked characteristic? My high cheekbones. I get a lot of people compliment me on it.

What is my most inspirational location, in my city? It has to be London as a whole. It’s such a vibrant city. If I’m to be specific, I love walking around Greenwich. It has a lot of vintage shops.

What is my favourite place to eat and drink, in my city? It would be any place that offers wholefoods which are healthy.

What books influenced my life and how? There are way too many to share. I’ll share two books that have influenced my life. First, Feel The Fear and Do It Anyway by Susan Jeffers. Whenever, I feel fearful, I simply remember the title of the book and keep things moving. The second book is, The Year of Magical Thinking by Joan Didion. It made me take stock of how fortunate I am with the little that I have.

Who are my favorite writers? My favourite writers are Patricia Cornwell, Joan Didion, Jeffrey Archers. Again, there are so many to list.

You Only Die Once. What music would I listen on my last day? I’d definitely listen to something compiled by the late Miles Davis. Jazz music is my favourite genre of music.

Who is my hero or heroine in fiction? When I was younger and in the days of comics, my fictional heroine was Wonder Woman. Such a powerful woman.

Who are my heroes and heroines in real life? My late father is my all-time hero. He was everything to me and still is.

Which movie would I recommend to see once in a lifetime? I highly recommend Shawshank Redemption.

What role plays art in my life and work? Art plays a major role in my life. I see art as anything creative, Music is art. I can’t live without music. Fashion is art. I love stylish fashion versus trending fashion The theatre is art. I haven’t been to the theatre in a few years.

Who is my greatest fan, sponsor, partner in crime? My greatest fan and partner in crime is my one and only sibling – my sister.

Whom would I like to work with in 2020? I’d like to work with the Minister of Education here in the UK so that we can put together a practical system of educating school kids about finance.

Which people in my profession would I love to meet in 2020? I’d love to meet David Ramsey, Robert Kiyosaki and Martin Lewis.

What project, in 2020, am I looking forward to work on? I’m looking forward to putting out my A-Z Money Chart for kids and making it accessible to as many parents, guardians, young people and teachers as possible.

Where can you see me or my work in 2020? You can see my work in 2020 in schools and other educational establishments. I’m willing these into existence by the universe.

What do the words “Passion Never Retires” mean to me? It means, you’ll never run out of ideas and that no one can steal your ideas either.
Which creative heroines should Peter invite to tell their story? I think you should invite Joan Didion, Lyn Slater, Iris Apfel and J. K Rowling.
My kids money literacy worksheet on
My self-help financial education book on Amazon designed with women in mind
My YouTube Channel

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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