The Heroine’s Journey of Sofia Cetoloni

What is the best thing that I love about my work?
I would say the feeling of when you finish a piece, and it’s even better than what you had in mind in the first place. It doesn’t always happen, but when it does it amazes me.
What is my idea of perfect happiness?
I’m not sure about it, but being able to be financially stable while doing what i love would surely be really close to perfect happiness.
What is my greatest fear?
I’m really scared of disappointing the people i love.
What is the trait that I most deplore in myself?
I don’t know if it’s deplorable but i wouldn’t want to be so insicure about myself and my abilities.
Which living persons in my profession do i most admire?
Well there are many people i admire for different reasons, but i can say that one of my favorite artists surely is Ignasi Monreal.
What is my greatest extravagance?
This is a really difficult question! All i can think about is that my family often finds weird my love for little and ugly cars from the 70s
On what occasion would I lie?
I try to never lie because my face often betrays me, but i guess if it’s for a good purpose i can do it.
What is the thing that I dislike the most in my work?
the precarity for sure.
When and where was I the happiest, in my work?
Well I’m still young so I haven’t had many work experiences, but i’m always happy when the client is satisfied.
If I could, what would I change about myself?
Nothing, i wouldn’t be me without my flaws.
What is my greatest achievement in work?
I consider my greatest achievement my last painting, I’m proud of the fact that it shows that i get better every time i finish a new piece.
Where would I most like to live?
well, i would love to stay here in Italy honestly, but i would like to live in London for a period
What is my most treasured possession?
this is an easy one: my favorite stuffed animal from when i was little, it’s a fawn.
What is my most marked characteristic?
I honestly have no idea, guess i should ask my friends
What is my most inspirational location, in my city?
At the moment i live in Arezzo, and the most inspirational location i think it’s a place called “the fortress”, it’s at the top of the city and it has a magnificent view, especially at sunset.
What is my favourite place to eat and drink, in my city?
i have too many places where i like to eat, but my favorite place for a drink is called “La clandestina”, i just love the atmosphere of it
What books influenced my life and how?
two of the few books i’ve read more than once are Trainspotting and Christiane F. , i remember them narrating a life that was so far away from mine that it made me view the world from a different perspective. I must also mention the manga “Monster”, that made me love the world of graphic novels and Seinen manga
Who are my favorite writers?
You wouldn’t say if you meet me, but apart from Irvine Welsh and Naoki Urasawa I really like Jane Austen and Charlotte Brontë
You Only Die Once. What music would I listen on my last day?
I don’t think i would choose a specific author or genre because there are too many. That said, at the moment i’m a little emotional because i just finished it, but i’ve always loved the innocence and joy of the song “come along with me” that closes every Adventure Time episode. 
Who is my hero or heroine in fiction?
I’m not sure if she can be considered a heroine but i’ve always admired Daria from the homonym cartoon, and Arya Stark from Game of Thrones
Who are my heroes and heroines in real life?
Franca Viola is a person i’ve always admired, if you don’t know her story i really recommend you to look for it. I must also mention, even if she is not alive anymore, the astrophysicist Margherita Hack
Which movie would i recommend to see once in a lifetime?
Spirited Away, my favorite movie of all time.
What role plays art in my life and work?
Well, i work with art so i would say it’s the most important part. But even when i’m not working i find myself always surrounded by it: i listen to music all the time and i like to live in a space that inspire me.
Who is my greatest fan, sponsor, partner in crime?
My friends. We always support each other and i feel very lucky to have them in my life.
Whom would I like to work with in 2020?
I would love to collab with some Italian artists i follow online and maybe realize an illustration for a magazine
Which people in my profession would i love to meet in 2020?
Maybe some editorial directors! 
What project, in 2020, am I looking forward to work on?
I don’t have any specific project for now, but every new piece that i begin is an adventure for me.
Where can you see me or my work in 2020?
What do the words “Passion Never Retires” mean to me?
To me, it means that there isn’t really a “retirement” when you love what you do, because it brings you joy and it doesn’t feel like work at all.
Which creative heroines should Peter invite to tell their story? 
you should invite:
Alessandra Bonchi from passaparola tours:
How can you contact me?
If you’re interested about my artworks, you can find me on Instagram, i’m “sofiacetoloni”

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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