The Heroine’s Journey of Chiara Roilo

What’s the best thing I love about my job?

I am a consultant, I deal with project & business development. I’m specialize in the launch of brands, innovative products and intellectual contents . About my work, I love the unique combination of managerial and creativity with which transform a creative project into a business opportunity. My studio adapts products and collections to the distribution channel, creates sales networks, develops cross-selling projects between partner brands and national and international TV and WEB-SALE programs, on television and e-commerce platforms with which I collaborate as a buyer and sales business developer partner. I connect the product to the market through customer brand or private label distribution projects.

What is my idea of ​​happiness?

Being happy is good for the physical and mental health of each of us and multiplies energy. I believe that deciding to be unhappy is an act of selfishness.

What is my biggest fear?

My fear is fear, one of the most powerful mass control tools.

What is the trait that I deplore most in myself?

I deplore my character. I feel inside me a complex universe: the “struggle between galaxies”, the clash of fragments and atoms of distant planets, supernovae and infinite constellations.

Which living people in my profession do I admire most?

I admire all those who have the courage to tell the truth, like poets: “What if I become a butterfly? Nobody would think about what I was when I crawled on the ground and didn’t want wings. ” (Alda Merini)

What’s my biggest extravagance?

My greatest strength is to bend the extravagance of my thinking to creative intelligence.

When should I lie?

Lying gracefully is an art, but I prefer to tell the truth and act courageously.

What’s the thing I don’t like about my job?

Of my work I hate the solitude of the depth of thought, the nights and days in search of the creative spark.

When and where have I been the happiest in my job?

Of my job I love breakfast in the morning with my team, all gathered, cappuccino and croissants, to share thoughts and words.

If I could, what would I change about myself?

My original sin is doubt. I doubt everything and everyone, I always find myself in doubt.

What is my biggest job success?

My biggest success at work is getting up every morning with the joy of facing new challenges.

Where would I like to live?

I am a nomad by election and I like to live, now and now, in the best place to be happy!

What is my most precious possession?

My most precious possession is doubt because it is the beginning of all knowledge.

What is my most marked characteristic?

I have a strong and decisive character, I am stubborn and perfectionist woman.

What is the most inspiring place in my city?

I was born in Lodi, a medieval town south of Milan. I love the main square of my city, perfectly square, which overlooks the cathedral. Piazza Vittoria is the reflection of the mentality of our people, closed and peasant.

What is my favorite place to eat and drink in my city?

In Lodi, my favorite place is the Literary Café. This small restaurant, located inside the city library, has that good smell of books. Together with the dishes they offer“the smell of paper”, which brings me back to the memory of happy days at “Libreria del Sole”, my mother’s shop, which for 35 years has been the chosen place for all travelers, beauty and culture place, my real home! This book shop closed in Christmas 2018.

Which books have influenced my life and how?

I love Burnett’s Secret Garden which taught me optimism:

“If we think beautiful things, if we care about those who are close to us with sympathy and affection, our life becomes a wonderful thing” (Frances H. Burnett)

I love the The Unbearable Lightness of Being “by Milan Kundera:” Yes, if you are looking for the infinite, just close your eyes! ” (Milan Kundera)

Because you only die once, what music I’d like to listen to on my last day?

My favorite song is definitely “Personal Jesus” by Depeche Mode, because I believe that everyone is the architect of their own destiny.

Who is my hero or heroine in fiction and in real life?

A hero is a normal human being who does the best of things in the worst of circumstances.

(Joseph Campbell)

Which movie would I recommend seeing once in a lifetime?

The best film I have seen is Giuseppe Tornatore’s Nuovo Cinema Paradiso, this sentence is enough to understand the reasons: “Whatever you will do, love it, as you loved the cabin of Cinema Paradiso when you were” picciriddu “(small boy). Don’t come back, never think about us, don’t turn around, don’t write. Don’t get fucked by nostalgia, forget us all! ”

What role does art play in my life and in my work?

I believe that art and beauty will save the world. I love pop and street art, the art for everyone “by Andy Warhol and Shepard Fairey” OBEY “, even in the most intimate and surrealist meaning of Daria Petrilli ( Daria, alone in front of the canvas, portrays passions and obsessions. Its almost magnetic protagonists invite you to cross the threshold that separates the dream from reality.

What do the words “You are the narrator of your life” tell me?

I’ve always hated writing but writing today saves me from madness.

Who is my biggest fan, sponsor, partner?

I have no partner or sponsor, because I am a visionary woman, my ideas go beyond and precede the re current thing.

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

In 2020 I would like to work with small and medium-sized Italian companies that have always produced in private label for big brands. Artisan companies, silent ghost writers of have grown international brands.

Where can you see me or see my work in 2020?

You can see my works on my the website:

What do the words “Passion never retires” mean to me?

I would like to end this interview with a funny phrase. “I believe that creative thinking is not chosen, it is he who finds you. Art does not keep you but it satisfies you. It is not a job but a sacred fire. Sometimes it devours you and I often ask myself: does passion not retire? ”

Which creative heroines should invite Pietro to tell their story?

Among the great friends and women of art I suggest Manuela Galvagno, an all-round artist and a woman of passion. Flamenco actress and dancer, she makes art her reason for living. 

How can you contact me?

My contact details are

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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