The Heroine’s Journey of Eleonora Sarti

What is the best thing that I love about my work? The best thing I like about my work is that I’m always asked to “think and act creatively”. I’m a professor in the artistic Higher Education system (precisely at an Academy of Fine Arts and Design), but this is my second life, because I used to be a manager in the fashion system. But actually I am a semiotician.

What is my idea of happiness? For several years I have followed a very romantic idea of happiness, but I’ve soon understood it wasn’t a good one. Then, when I decided to turn my life upside down for a brandnew course and a new job, it became clear to me that happiness is the possibility always to start again from the very beginning.

What is my greatest fear? The darker side of life is my greatest fear because it has a deadly smell.

What is the trait that I most deplore in myself? Sometimes I am moody

Which living persons in my profession do I most admire? Julia Kristeva, philosopher, semiotician and psychoanalyst; Joanna Concejo, one of the most talented illustrators of the contemporary in my opinion.

What is my greatest extravagance? I’m a sensitive witch

On what occasion would I lie? I generally would if I don’t want to show my core to those who don’t deserve it.

What is the thing that I dislike the most in my work? The crowded daily schedule

When and where was I the happiest, in my work? In the late 90s when I used to live in Hong Kong, an extraordinary international community

If I could, what would I change about myself? My excessively angry approach to unfairness

What is my greatest achievement in work? The successful completion of a 7-year business project – when I was a manager – which opened many other doors to me and also taught me a lot.

Where would I most like to live? I would like to live in New York, which ideally makes me feel in “the mood for love”

What is my most treasured possession? Very sweet memories about my mum

What is my most marked characteristic? I always go straight to the point

What is my most inspirational location, in my city? The walking path around the Medieval walls overlooking a wonderful and green landscape

What is my favorite place to eat and drink, in my city? My favorite place is “il Pozzo”, where I can drink and eat while listening to very good music, a place where Chet Baker loved to go and where you can meet almost every night the American jazz pianist Mike Melillo, a 80- year-old smart and serene man now.

What books influenced my life and how? “Bartleby the scrivener” by Herman Melville (1853) which I first read in English when I was at the High School, encouraged me to choose a University of Humanities to study foreign languages, linguistics, aesthetics and semiotics; “Far from the madding crowd” by Thomas Hardy (1874) the main character (Bathsheba) was a source of inspiration for the kind of woman I would be; “De Vulgari eloquentia” by Dante Alighieri (1305), an extraordinary example of a philosophical and pre-scientific survey, which I often look at as a model when I write for my work.

You Only Die Once. What music would I listen on my last day? Goodbye pork pie hat by C. Mingus featured by Joni Mitchell as a celebration of a life about to end.

Who is my hero or heroine in fiction? One of my heroines in fiction is Eliza Doolittle (My Fair Lady by George Cukor – 1964), because she represents really well the sense of the heroic journey, even though of a mock-heroic kind.

Who are my heroes and heroines in real life? My heroines in real life are women from India, the hidden power of their Nation.

Which movie would I recommend to see once in a lifetime? Manbiki kazoku” (A Family Affair) by Hirokazu Kore’eda, Old Boy by Park Chan-wook, and “Lazzaro felice” by Alice Rohrwacher. Each of them touched my heartstrings in a different way and for a different reason, but very strongly.

What role plays art in my life and work? Art in its different ways of expression is essential both in my life and in my work because it’s a key to find new ways of perception, a possibility of new aesthetic and perceptual experiences of the world, acquiring a different voice and a new language for communicating with the others. Art is a crucial option to look at things with a brand-new gaze.

What do the words ‘You are the storyteller of your own life’ to me? Life is the story I’ve been writing until today, I’m still writing now and I’ll be writing every day till the end of the amount of pages I’ve been given.

Who is my greatest fan, sponsor, partner in crime? My mum was, along with my sister who still is.

Which people or companies would I like to work with in 2020? No names in particular, but I would like to work with a publishing house as a translator and/or curator of an editorial project; I would like to have a chance to lead a project for an international Foundation connecting Art – design and creative thinking and involving young artists. I would like to submit a script to a film or theatre director.

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

What project, in 2020, am I looking forward to work on? Apart from the realization of an essay about visual storytelling and image reading as an aesthetic and perceptual experience I am about to start, I would like to complete a project started in the first months of 2020 with my husband concerning a small guesthouse in one of the oldest and historical parts of my city framed in a very evocative landscape; it has been conceived also as a place where people can decide to spend some time (one week, one month or more) to find new inspirations or collect their thoughts for a while in a sort of “far-from-home home.

Where can you see me or my work in 2020? Mainly on my Facebook page and

at the page of the guestroom

What do the words “Passion Never Retires” mean to me? As the Earth’s core is eternally burning producing energy, I like to think that passion is my core endlessly burning.

Which creative heroines should Peter invite to tell their story? 

Joanna Concejo, a wonderful artist and illustrator

Giovanna Zoboli, an extraordinary writer and publisher

Ida Panicelli, a smart art historian, critic and curator

How can you contact me? Through my e-mail address:

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