The Heroine’s Journey of Alexandra Pascalidou

What I’m doing: Author, journalist, playwright, TV- and radio-presenter, producer. And some acting, Human rights advocate, goodwill ambassador, moderator, speaker, motivator

What is the best thing that I love about my work? My work opens doors, hearts and minds. I meet people from different walks of life in different parts of the world and my mission is to bridge the gaps and give the voiceless their voices back.

What is my idea of happiness? Gratitude

What is my greatest fear? Fear is my fuel. I reframe it. The only thing I can’t really reframe is death.  The ultimate loss.

What is the trait that I most deplore in myself? Impatience

Which living persons in my profession do i most admire? Angela Davis, Cristiane Amanpour, Oprah Winfrey.

What is my greatest extravagance? My freedom

On what occasion would I lie? I would easily lie to save lives.

What is the thing that I dislike the most in my work? The hate you get when fighting for democracy, diversity, equality. What should be given.

When and where was I the happiest, in my work? I’m blessed with numerous highlights. When I debuted with my first weekly TV-show as a 25 year-old migrant girl from a poor family in the hoods, when I published my first book as a 31 year old, when I published my first big article, when I made documentaries that made people reflect and reconsider, when I took the stage with my first theatre play as a playwright and actress, when I presented the Olympic Games 2004 in Swedish TV, when I presented the Eurovision Song Contest 2005 in Greek TV. When I received all the awards for my work and struggles. And many more.

If I could, what would I change about myself? I’d give myself more than 1,59 cm and I’d go from consuming cheap chocolate every single day to every second day.

What is my greatest achievement in work? My fight for equal and human rights. Even if the price is high, I’m proud for my stubbornness. I’ve never sacrificed truths to achieve positions and privileges. I speak truth to power even if I’m told it burns career opportunities.

As a journalist my ability to listen, be present, facilitate and offer platforms to the others.

As an author- to turn the light to the shadows.

As a speaker to empower and inspire my audiences to thrive against all odds.

Where would I most like to live? By the sea. In different warm places- in every sense. In open minded, inclusive and welcoming places where people are not judged by the color of their skin or hair, by their social status and bank accounts, by their names and connections.

What is my most treasured possession? My daughter. She’s not a teenager yet.

What is my most marked characteristic? My Courage. My hunger and thirst for change. And my naïve optimism.

What is my most inspirational location, in my city? Having two home cities I have to mention both: In Athens  – the Parthenon, Acropolis. In Stockholm – all the small islands.

What is my favourite place to eat and drink, in my city? Ithaki in Vouliagmeni, Athens, Teatergrillen in Stockholm

What books influenced my life and how? The little match girl by Hans Christian Andersen – I saw myself in the poor and lonely outsider.

Pippi Longstocking by Astrid Lindgren – Pippi made me feel “normal”, free and independent.

The God of small things, Arundhati Roy – “If you’re happy in a dream, does that count?”

You Only Die Once. What music would I listen on my last day? Any Greek song from my childhood elaborating on migration, exile, poverty – to wrap it up. Reminding me of the bumpy road and the long journey.

Who is my hero or heroine in fiction? Modesty Blaise, Katniss in Hunger Games, Wonder woman,

Who are my heroes and heroines in real life? All the anonymous, invisible heroes carrying our societies on their shoulders without being mentioned, noticed, awarded or rewarded. If I have to mention names that would be Greta and Malala.

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

What role plays art in my life and work? Art is expression and communication – a basic human need. Art is what I breathe in and breathe out. It’s my bread and butter.

What do the words ‘You are the storyteller of your own life’ to me? The freedom to choose our paths. To define our desires and dreams. It means freedom from labels. It means we’re the directors and scriptwriters of our destinies. It means that we can change what we cannot accept.

Who is my greatest fan, sponsor, partner in crime? All these people reading my articles and books, listening and watching my shows, inviting me to their countries and conferences, cheering on my social media.

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

Katrin Jakobsdottir – PM Iceland

Sanna Marin – PM Finland

Zadie Smith

Angela Davis

Arundhati Roy

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020?  Oprah Winfrey, Cristiane Amanpour, Elena Ferrante, Isabel Allende

What project, in 2020, am I looking forward to work on? Enter fiction, finish my second theatre play and make the documentaries I’m planning.

Where can you see me or my work in 2020?

Links to the short films I did on free speech and democracy.

You can find some of my books in Swedish:

Audiobooks Storytel

What do the words “Passion Never Retires” mean to me? Passion doesn’t count years. It counts heart beats and actions.

Which creative heroines should Peter invite to tell their story? Katrin Jakobsdottir, Sanna Marin. Zadie Smith, Angela Davis, Arundhati Roy, Zara Larsson

Companies: I would be thrilled to work with international companies and organizations that share my core values and are brave enough to practice what they preach.

How can you contact me?

Instagram: pascalidou

Twitter: pascalidou

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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