The Heroine’s Journey of Francesca Bonci

What is the best thing that I love about my work? That it allows me to travel and meet awesome people from all over the world, to help the artists who collaborate with me and to always be able to choose projects that I really like.

What is my idea of happiness? Reaching people’s hearts, audience or collaborators, by always being free to do what I love.

What is my greatest fear? Get seriously ill and think that my life can stop because of this

What is the trait that I most deplore in myself? Be confused when I feel attacked and react in the wrong way.

Which living persons in my profession do i most admire? I honestly don’t have anyone in particular, every person who does is able to express themselves honestly through an art form is worthy of admiration for me.

What is my greatest extravagance? I can feel the soul of people and trust feelings always and in any case. I think it’s due to my asian origin. And often I have lucid dreams, even if they are not voluntary.

On what occasion would I lie? I believe it should never and probably I never do. I prefer to omit.

What is the thing that I dislike the most in my work? That I can’t just focus on creating, but I have to take care of every aspect on my own. Often this distracts in the creative process, but I am learning to love this aspect too, because it makes me even more free in my choices.

When and where was I the happiest, in my work? One time some people came to compliment me at a visual live show in Germany and they said I made them happy, on the next show in Spain they traveled to come back to see me again.

If I could, what would I change about myself? I’m happy with who I am. Maybe I would try to believe more in myself.

What is my greatest achievement in work? Freedom. And the price I had to pay was very high, it is every day.

Where would I most like to live? I’ve lived in many different places and in general I don’t have a specific place where I would like to live now. But certainly every place where I can easily move to travel, with some nature and technology.

What is my most treasured possession? My white teddy bear, which was given to me when I was born has followed me everywhere in the world.

What is my most marked characteristic? Almond eyes and the ability to never break down and believe that every day can bring something better to my life.

What is my most inspirational location, in my city? I love the mountain areas outside Bologna. The air is cool and less humid than in the city.

What is my favourite place to eat and drink, in my city? I really like a restaurant called Sant’Antonio outside Bologna, I often go to a Chinese restaurant called Felicitá, where I also eat Thai and Vietnamese dishes and I often stop to take pizza slices in a small typically Bolognese neighbourhood bar in via del triumvirato, near the airport.

What books influenced my life and how? Cyberpunk, Beat Generation and Philip K. Dick books struck me when I was a teenager, Alessandro Baricco’s ‘Oceano Mare’ and Fernando Pessoa’s ‘The Book of Disquiet’, that is one of my favourites and I was lucky enough to be able to read it in original language and know the places which he describes, having lived in Lisbon for 7 years.

You Only Die Once. What music would I listen on my last day? Hurt by Nine Inch Nails

Who is my hero or heroine in fiction? Mmmm, I don’t know .. I tend not to have heroes

Who are my heroes and heroines in real life? Every true and coherent person, who carries forward his ideas with courage, every person who pursues dreams, every visionary, every dreamer

Which movie would i recommend to see once in a lifetime? Stalker by Andrei Tarkovsky.

What role plays art in my life and work? Art is what allows me to wake up every morning and never give up. Art saved me many times and makes me a better person with other people.

What do the words ‘You are the storyteller of your own life’ mean to me? I think it means that it is I who decides what my life will be moment by moment, making the right choices for me and not making people I love suffer.

Who is my greatest fan, sponsor, partner in crime? My partner, Lollo who allows me every day to be myself and pursue my dreams. And my brother, who has always believed in me.

Which people or companies would I like to work with in 2020? I mainly work with independent projects. But I don’t deny that working with bigger artists would be a dream come true. If I have to say who I would like to work with, surely every musicians I love. If I have to write some point-blank, then I will say HVOB, Cristobal Tapia de Veer, Ben Frost, Cromathics, French 79, Christian Löffler, Ólafur Arnalds, Casey Spooner and IAMX

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020? Each of those mentioned above. And I would be hypocritical if I said that I don’t want to meet someone who believes in my work and in my passion in the economic sense. One of my most imminent needs would be to have my own space to work and have the equipment that allows me to do it to the fullest. I wish this place was also a place of interaction for artists, who can use tools and leave their artistic contribution. This would really make a difference.

What project, in 2020, am I looking forward to work on? I am working on many video projects now. But the next live performance will be in Slovenia for a brand new festival, made up of very passionate people, the “A cure for Happiness” and I looking forward to perform again with my personal project “Purple Moon Oneironauts”, an ambitious personal project of visual improvisation on electronic soundtracks. It is a project where live performances are unrepeatable.

Where can you see me or my work in 2020?




What do the words “Passion Never Retires” mean to me? For me it means i won’t stop doing what i do and to dream until the last day of my life.

Which creative heroines should Peter invite to tell their story?

Inti Pujol, Argentine musician and visual artist

Synne Sanden, Norwegian musician

Carlotta Premazzi, Italian video artist based in Lisbon

Ronit Wolf, illustrator and founder of a very interesting festival in Munich

Flavia Ferraguti, Italian illustrator and cartoonist

Ingrid K. Bjørnaali, Norwegian visual artist

Cécile Kunz, Swiss visual artist

How can you contact me? On social media, but I prefer that you contact me via email:

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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