The Heroine’s Journey of Pamela Ferri

What is the best thing that I love about my work? Through my work I am able to face new challenges and reborn each time. Experimentation and its triggering in daily life, is for me, a continuous victory and a confirmation of how immense is the power of thought.

What is my idea of happiness? Happiness isn’t an idea for me; it comes suddenly and fades away just as quickly. It’s an emotion that doesn’t last, but it repeats itself in life giving you fantastic moments. It is not possible to be always happy, just as it isn’t possible to be always sad. These emotions are part of the balance of our Existence.

What is my greatest fear? My research is based on the concept of Infinity, besides being my greatest passion it is also my greatest fear. It is precisely to overcome fears that a person must face them. The fascinating Infinity is also its opposite, like everything else. This is why I gain courage when, every single time, I can materialize a little piece of Infinity through my work.

What is the trait that I most deplore in myself? I usually follow the primal instinct; I regret the times I tried to justify a situation or an action, even though I already knew exactly what was going to happen. Follow the Instinct is closely bound to follow the Heart; and the Heart never lies, it is always right!

Which living persons in my profession do I most admire? I admire people who are simple, genuine and who have a strong value for their freedom while respecting other peoples’. It sounds almost trivial, but when you meet people like this it is already a great luck.

What is my greatest extravagance? Obviously what I do in my job is already out of the box. Going beyond all judgement has its own weight, but if you want to take the road of Art and invention you have to realize that there is no security or acceptance to be attached to.

On what occasion would I lie? Lying is never a good choice, even if you do it for good results. In the end you always pay for lies, big or small. The truth, even the hardest one, is always the best solution.

What is the thing that I dislike the most in my work? There isn’t a side to my work that I don’t like, both positive and negative. Everything is part of the taken road, so whatever happens will be information for future experiences.

When and where was I the happiest, in my work? Of course, I’m always happy when I can complete a project on my own. I was particularly happy for the great structural installation of M-ENNESIMA_2019, curated by Cristina Ettori and organized by the Rotary Club Soncino and Orzinuovi with the patronage of the Municipality of Soncino (Cr) and in the last project related to the Covid-19 emrgency entitled: the WHITE ANGEL curated by Roberta Cima ( ). Reference links : &t=15s –

If I could, what would I change about myself? I don’t know, I haven’t had time to think about it; I live and grow day by day and every thought and action is constantly evolving.

What is my greatest achievement in work? In 25 years of research and implementation in both Art and Architecture I have built a clear image of my Matrix. Now, I can say that the Starry or Universal Matrix fully reflects my identity. It means building a language that is taking its proper shape with Time.

Where would I most like to live? I live where I feel good inside. It’s not about being in wonderful and quiet places; I don’t even like big cities. At the end, I have always chosen, either by will or fate, neutral places where everything is completely different from me and my creative work. This stimulates and strengthens me.

What is my most treasured possession? Obviously freedom of thought

What is my most marked characteristic? Never give up. Somehow I can always find solutions even in the most difficult situations.

What is my favorite place to eat and drink, in my city? I don’t go out often for lunch or dinner, but those few times I liked very much rustic and particular places with typical cuisine.

What books influenced my life and how? “The Elegant Universe: Superstrings, Hidden Dimensions, and the Quest for the Ultimate Theory” by Brian Greene ; ” In the world of fractals ” by Benoît B. Mandelbrot ; ” Fragments of an Unknown Teaching _ The Testimony of Eight Years of Work as a Disciple of Gurdjieff ” by Petr D. Ouspensky

You Only Die Once. What music would I listen on my last day? “Stairway To Heaven” by Led Zeppelin

Who is my hero or heroine in fiction? Lady Oscar

Who are my heroes and heroines in real life? People who always manage to look with the purity of a child’s eyes and go beyond the appearance of situations

Which movie would i recommend to see once in a lifetime? “The Fountainhead” by King Vidor

What role plays art in my life and work? A primary and necessary role

What do the words ‘You are the storyteller of your own life’ to me? That I am the only person who can build my own road.

Who is my greatest fan, sponsor, partner in crime? My partner Morgan Bonacina, and together we are starting a beautiful project between creativity and industrial productivity. The brand is called: MatriceOMAP and you can see it in these links:

Which people or companies would I like to work with in 2020? In addition to my existing collaborations, I would like to work more and more with art galleries that also deal with designers and companies that also deal with art and inventions. For this reason I created together with Morgan Bonacina the brand MatriceOMAP .

Which people in my profession who can make a real difference in my creative career would i love to meet in 2020? At the moment I can’t think of a particular person or situation that would make a difference, I’m honest. Usually the most beautiful things have happened to me and came from situations or people I never thought of; sometimes very different from me and my work.

What project, in 2020, am I looking forward to work on? In addition to those started as M-ENNESIMA and the WHITE ANGEL, I’m working with Noemi La Manna, a good pedagogist, to start a series of workshops for children. This is another piece of my research on the Matrix that interests me a lot.

Where can you see me or my work in 2020? Mainly on my site where there are all the informations and links with people I work and collaborate with :

What do the words “Passion Never Retires” mean to me? For me it means that no matter what happens, even in the most difficult moments, if there is really passion in what you do and what you feel, you keep going your own way.

Which creative heroines should Peter invite to tell their story? Beyond my artistic thought and opinion there are creative people very close to me and with whom I have long cultivated a friendship that is good for the soul; they are my great fraternal friend, architect and photographer Fabio Turri and my artistic friends with similar thoughts, the painter Luisiano Schiavone and the painter Cristina Ettori.

How can you contact me? / Come potete contattarmi? from my website:

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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