The Heroine’s Journey of Serena Grassi

What is the best thing that I love about my work? The possibility of being myself and communicate with others without the need to talk or being present and the possibility of experimenting with new materials.

What is my idea of happiness? Being in harmony with others and with myself, even if these moments are rare.

What is my greatest fear? Not being able to communicate and create.

What is the trait that I most deplore in myself? Being insecure and not being able to speak my mind.

Which living persons in my profession do I most admire?
Stefania Galegati, Gaetano Russo, Gianluca Russo, Franco Contini, Antonio De Luca, Rosita Ronzini and Luca Luprano.

What is my greatest extravagance? My mood changes abruptly without any apparent reason.

On what occasion would I lie? I can’t lie, when I try to lie I laugh.

What is the thing that I dislike the most in my work? Toxic competitiveness and the environments and dynamics which it creates.

When and where was I the happiest, in my work? When I can express myself through my works, even if this feeling Is very fleeting. I always feel the need to find it again.

If I could, what would I change about myself? My being insecure.

What is my greatest achievement in work? Expressing myself through my work.

Where would I most like to live? There is not a single place where I would most like to live, I would like to travel the world in a camper and find inspiration in new places, especially where I can be in harmony with nature and people. I think that belonging to a single place is very limiting.

What is my most treasured possession? My dog, even if I feel like I belong to him and not the other way around.

What is my most marked characteristic? Being insecure and stubborn.

What is my most inspirational location, in my city? Hidden and forgotten places, especially the ones that are being reclaimed by nature.

What is my favorite place to eat and drink, in my city? It’s not the place that matters, it’s the people.

What books influenced my life and how? A lot of different books influenced my life, depending on what i needed, from mythology books like Cupid and Psyche by Apuleius to books like Narcissus and Goldmund by Herman Hesse to books like The Scent of
Time by Byung-Chul Han. I think that it’s books that find us in times of need, books can give us answers about others and ourselves and they also encourage us to always ask more questions.

You Only Die Once. What music would I listen on my last day? There is more than one, but I think the one I would listen to is “ Night” by Ludovico Einaudi.

Who is my hero or heroine in fiction? The I-block from Tetris.

Who are my heroes and heroines in real life? My mom.

Which movie would I recommend to see once in a lifetime? There are too many but one that comes to my mind, for sure, is The Danish Girl.

What role plays art in my life and work? For me art is everywhere, I can find it anywhere, even when I try to run away from it. Art is a vital part of me.

What do the words ‘You are the storyteller of your own life’ mean to me? Even if you are affected be circumstances and other people’s opinions, you choose for yourself in the end.

Who is my greatest fan, sponsor, partner in crime? My mom, Luca, Luigi and Gianmarco.

Which people or companies would I like to work with in 2020?  Marta Giulia Valsecchi, Lucia Macrì, Marjan Asadi, Tanja Hamester, Cristina Panarese, Simona Anna Gentile, Rosita Ronzini, Sara Manguerra, Stephanie Johnson and Luca Luprano.

Which people in my profession who can make a real difference in my creative career would I love to meet in 2020?  Iolanda Di Bonaventura, Vanessa Alessi, Susanne Burchia, Rebecca Schiavone and Marilisa Bruno.

What project, in 2020, am I looking forward to work on? I’m thinking about a big project, something bigger than me. It would be a challenge and 2020 alone would
not be enough.

Where can you see me or my work in 2020? Hopefully you will see my work “Private” with European CreArt Project in Genoa (Italy), Skopje (North Macedonia) and Aveiro (Portugal).

What do the words “Passion Never Retires” mean to me? Passion is what keeps us alive, goes along with us and gives us a purpose.

Which creative heroes should Peter invite to tell their story? Stefania Galegati, Valeria Raho, Lorenzo Madaro, Marco Vitale, Marco Musarò and Maria Cristina Frisullo.

How can you contact me?

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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