The Heroine’s Journey of Federica Baggiani

What is the best thing that I love about my work?

I really love the direct contact with my clients all over the world and, quite often, I even met them personally when possible. It is very important for me to transmit to them my passion for Italy.

What is my idea of happiness?

Stay healthy and balanced. It´s really important to find the right balance between work, relationships, family.

What is my greatest fear?

The loss of my health or my loved ones. it´s the greatest fear I have.

What is the trait that I most deplore in myself?

Shyness. I really envy people who can talk in public or easily get connected with other people. I have lost some job opportunities due to my shyness.

Which living persons in my profession do i most admire?

All the artisans I work with. I really admire their works and their passion for the high quality of items they produce.

What is my greatest extravagance?

I am not an extravagant person!

On what occasion would I lie?

I always prefer to be clear but sometimes a little lie is necessary when I have to intermediate between people in some difficult situations. It´s not like really telling lies, I would say it´s more “hide” the truth in some way.

What is the thing that I dislike the most in my work?

Social media. Fortunately, I can count on Raffaella who helps me doing this part of my job.

When and where was I the happiest, in my work?

I am always happy when working but definitely I enjoyed the very beginning when I opened the agency 16 years ago.

If I could, what would I change about myself?

I should try to be less impulsive

What is my greatest achievement in work?

Simply enjoy my job, every day. I am happy with what I made.

Where would I most like to live?

I live between Madrid and Florence and I would not change my two cities for a different place. When I get retired, somewhere near the sea, maybe in Portugal.

What is my most treasured possession?

My family, my husband, my daughter and my son.

What is my most marked characteristic?

I am a very organized person

What is my most inspirational location, in my city?

Fiesole, San Francesco´s church. You can enjoy a wonderful view of Florence.

What is my favourite place to eat and drink, in my city?

In Florence there is a restaurant I like to go called I`Giuggiolo and in Madrid I definitely recommend Cazorla.

What books influenced my life and how?

Too many! Some by Diderot, Jacobsen, Kundera, Auster, Javier Marias, Murakami

You Only Die Once. What music would I listen on my last day?

Antonio Vivaldi´s Four seasons and Kreutzer Sonata by Beethoven

Who is my hero or heroine in fiction?

Tereza, the main character of the Unbereable lightness of being by Milan Kundera.

Who are my heroes and heroines in real life?

people who are honest with themselves.

Which movie would i recommend to see once in a lifetime?

The way we were by Sydney Pollack

What role plays art in my life and work?

I need art to fulfill my daily life and art is one of the most important aspect of my job as I offer art courses and history of art courses in Italy.

What do the words ‘You are the storyteller of your own life’ to me?

I believe that each of us is responsible for their own choices, but I also believe hat luck plays an important role in our lives. I feel very lucky, for example, to be born in Florence and it was not my choice.

Who is my greatest fan, sponsor, partner in crime?

My husband and my parents who have always supported me

Which people or companies would I like to work with in 2020?

I really hope to have more time to collaborate with Laura Notarbartolo on our new project on Italian Handcraft

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020?

I am always open to new projects. I prefer to work with practical people who have big dreams.

What project, in 2020, am I looking forward to work on?

This year, unfortunately it seems to be difficult to carry on a new project but I am sure that the health crisis will bring new opportunities for 2021.

Where can you see me or my work in 2020?

My new project called Creative Italy. It´s a new way of travelling through Italy discovering the real Italian Handcrafts.

What do the words “Passion Never Retires” mean to me?

It´s totally true. Without passion you cannot face the hard moments you can experience in your work

Which creative heroines should Peter invite to tell their story?

Laura Notarbartolo from Italian Special Occasions.

Manu Lalli from Venti Lucenti

Valentina Marzili from Albondigas producciones

Raffaella Monaco from Thewebmonk

How can you contact me?






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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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