The Heroine’s Journey of Filipa Sousa

What is the best thing that I love about my work? The truth is that I’m really lucky to do something that I love. But I think that happened because I found a place where I can be creative, be listen and explore my ideas and, for me, having that part is really important. I found someone who believes in my work and gives me that creative freedom and that’s amazing.

What is my idea of happiness? I feel the most happy in my life and I feel a sense of fullfilment not only in my career but in my personal life. When I know that I’m achieving my career goals but my personal life is balanced, everything is doing good with my family and closest friends, that’s my idea of happiness.

What is my greatest fear? I have a hard time when I think about dead. I know it’s something natural and that happens to everyone but it really scares me.

What is the trait that I most deplore in myself? I’m really stubborn and it’s really hard for people to convice me of the opposite of something that I truly believe. It takes a lot of me to say that I’m wrong or to change my mind about something. It’s something that I have to work everyday.

Which living persons in my profession do i most admire? Mónica Bessone and Susana Nieto Muñoz.

What is my greatest extravagance? Actually, I believe I am not an extravagant person. I really like everything as simple as possible and act that way.

On what occasion would I lie? When I know I have a crazy situation happening but have to keep people around me calm. I usually say that everything is ok and try to solve it and never tell them what’s happening in the moment of chaos. At work and in my personal life.

What is the thing that I dislike the most in my work? I have to deal with all kind of people. Communicating is all about people. And, sometimes, some people have more difficult personalities and when that happens the work becomes hard and not for good reasons.

When and where was I the happiest, in my work? I love crazy challenges. The adrenaline of creating something special from scratch. I think I was the happiest when I was able to create and coordinate and event for the second birthday of Euskalduna Studio at Ateneu Comercial do Porto. It was crazy but, during the process, I was really happy doing it. And in the end I got an amazing feeling that I also know that I wouldn’t have if I don’t have an amazing team that helped me every step of the way. I had people that trusted me and that I could trust to everything.

If I could, what would I change about myself? I overthink everything and every time. A lot. And that’s something that I really want to work on overcoming and changing because I know that, in many occasions, doesn’t help me move forward.

What is my greatest achievement in work? Being in a place where I have the freedom the make some decisions to create stuff. Also, feeling that people are excited and want to know more about a project that you work with is incredible.

Where would I most like to live? I love to live in Porto and I’m really happy here.

What is my most treasured possession? My family and friends.

What is my most marked characteristic? I am kind and loyal.

What is my most inspirational location, in my city? The beach of Leça da Palmeira. It’s my favourite place to think, to walk and to take a break. I love the sea and it really helps me relax.

What is my favourite place to eat and drink, in my city? Euskalduna Studio has a place in my heart that no other place could take.

What books influenced my life and how? “To Kill a Mockinbird” by Harper Lee, “The Great Gatsby” by F. Scott Fitzgerald, “Yes Please” by Amy Poehler.

You Only Die Once. What music would I listen on my last day? “Yesterday” by The Beatles

Who is my hero or heroine in fiction? Jane Eyre and Jo March.

Who are my heroes and heroines in real life? My parents without a doubt. They always made everything to make sure that I grew up believing in myself and always did everything so I could follow my dreams and achieved my goals.

Which movie would i recommend to see once in a lifetime? Million Dollar Baby.

What role plays art in my life and work? Art is really important to help me be creative and see other perspectives and visions. I love to have ideas and hate the feeling of being “stuck” only in my world and vision. WIth that said, art is incredible important to show diferent visions of the world and to make us think about that.

What do the words ‘You are the storyteller of your own life’ to me? I really don’t believe in destiny. I think that we build our own journey and if we want something we have to work for it or do our best to make that happen and that’s how I always have lived my live. With that said, I think that we can help create our story and how we want it to happen, be seen and lived.

Who is my greatest fan, sponsor, partner in crime? My family in general. They are always really supportive and want to know what I’m doing and motivate me to grow.

Which people or companies would I like to work with in 2020? I would love to to work with people with great projects in the area and get to know Chefs with different ideas and that are making the difference somehow.

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020?  The creators and the team that works on Mad Feed. I think that the project is inspiring and I would love to meet them.

What project, in 2020, am I looking forward to work on? Actually, we have a lot of projects thought and that we want to start not only this year but in the next ones. So, I think we have room to create amazing things.

Where can you see me or my work in 2020? Well, you can see it in the events or everything organized and created by the group Euskalduna or Chef Vasco Coelho Santos.

What do the words “Passion Never Retires” mean to me? When you are passionate about something you don’t feel that you are working on it. You just see it as something that you love and that’s imporant. And if you keep doing something with passion the results and what you will get from it will definitely be better.

Which creative heroines should Peter invite to tell their story?  Clara Não, Cleo Wade and Maria Midões.

How can you contact me?
You can contact me by e-mail (, Instagram
( or Linkedin (

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.


  • tick

    You are a creative leader or creative professional  who is interested in developing yourself, your business, and your story.

  • tick

    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.

  • tick

    You want to learn more about how to resource yourself, learn about blind spots, and get feedback.

  • tick

    You are curious and want to engage in online learning.

  • tick

    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.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s