The Heroine’s Journey of Giulietta Vigueras

What is the best thing that I love about my work?

Push Boundaries doing many things that don’t match an organized set of skills. I Am an Art Historian; who works in Meditation Research for a Neuroscience Lab. I am also the Publisher of a free Baking Magazine and I’m launching a Social Media Agency for Creative brands. It’s hard to think of someone like me, in the sense that it does not make much sense…. On top of that, these professional activities shouldn’t define that much neither in my opinion, about who I am.

What is my idea of happiness?

Freedom from mental constraints, freedom from the brainwash we do to ourselves in order to function better in this world.

What is my greatest fear?

Keep on looking for a confirmation outside, for a helper, for a goal. Keep on thinking all my life that I needed to achieve something else, instead of enjoying what it’s already here.

What is the trait that I most deplore in myself?

That I don’t trust situations 100%, I always push and have some kind of plan

Which living persons in my profession do i most admire?

Seth Godin, I would say in my profession, but he is actually a teacher and he teaches about Marketing, Storytelling and Communication at large. I am not a teacher myself, but Seth Godin is the highest ideal of what a marketer could be, in my opinion or even a teacher.

What is my greatest extravagance?

Buying French parfums that cost a hell lot of money, and not wearing them never

On what occasion would I lie?

To protect someone, I don’t count myself in, because I crazily enjoy telling the truth about myself all the time to the point of embarrassment. If it’s to protect someone else, I’ll probably will.

What is the thing that I dislike the most in my work?

Doing the same kind of repetitive activity for long periods of time. I can’t stand it. My whole system gets sick. I love to combine activities.

When and where was I the happiest, in my work?

I am simply happy to work, almost anywhere. I have enjoyed my job positions in the worst kind of situations really. I need to feel useful. In terms of answering here I’d say babysitting in NYC made me happy and it did not feel like a job at all. There was one case where I really think nobody else could do it better, this was 2 years ago.

If I could, what would I change about myself?

I’d like to learn to be lonely and be happy with it, but I haven’t managed. I love people, I get addicted to conversations, if I am talking to someone new, I never want to leave, I extend these moments until eternity. I struggle with being alone.

What is my greatest achievement in work?

Getting ready for the future, I assume the future will be more about connectivity. My work so far never made me lots of money or gave great status, but I’m building connections and engaging people through different projects. I think this worth much more than any other “achievement”. I am happy as a community helper or opening people’s eyes to a certain reality or opportunities.

Where would I most like to live?

NYC was always the place I considered home when I left my country: Cuba. It’s always been my only favorite place on Earth. I lived there for some years. Right now, I wouldn’t go back, but I am hopeful about a good recovery of the city in maybe 5 years. Maybe then, I’ll go back and stay until the end.

What is my most treasured possession?

I think mental clarity. I have a strong mind I’d say, now, but I been curious enough to explore the fringe of craziness if you can call it this way. If you’re not confused, I think you’ve probably gone a long way.

What is my most marked characteristic?

Fun, unpredictable, who knows what’s going to come next.

What is my most inspirational location, in my city?

Downtown around Wisconsin Capitol in Madison

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

I would say “Pig in a Fur”, an Italian-owned restaurant

What books influenced my life and how?

“True Perception: The Path of Dharma Art” by Tibetan Lama Chögyam Trungpa Rinpoche.

This book offers the highest view I’ve known about ART. It put all I learnt in Art History school to shame, really, in terms of what art could do changing your perception of the world altogether.

You Only Die Once. What music would I listen on my last day?

“Somewhere over the Rainbow” by Israel Kamakawiwo’ole

Hallelujah by Jeff Buckley

“Across the Universe” by Fiona Apple

“Wild is the Wind” by Cat Powers

I can’t help it” by Michael Jackson

Who is my hero or heroine in fiction?

Mmm, I don’t read fiction books.

Any character who changes the world using magic but a bit more serious than “Harry Potter”.

Who are my heroes and heroines in real life?

My mother for sure!

Which movie would I recommend seeing once in a lifetime?

Memories of Underdevelopment by Cuban filmmaker Tomás Gutiérrez Alea. Considered the best Latin American film ever made. This film explains what Cuba is, very deeply and what is the essence of our culture. It’s also a masterpiece from the perspective of Italian neorealism and what Cubans did with this aesthetics.

What role plays art in my life and work?

It’s all about it. I don’t see art as an object, necessarily.

Art for me is a craft and manifests through a way of doing things.

What do the words ‘You are the storyteller of your own life’ to me?

I am crafting my own story all the time, across platforms.

And I love storytelling, I see it as the hidden gem through it all

Who is my greatest fan, sponsor, partner in crime?

A Cuban Designer/Publisher/Artist who I’ve worked with during the last 5 years

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

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

Anyone who’s trying to make things different through storytelling and it’s needing to connect with similar people, someone who’s a people’s people and it’s launching something great out of this crisis in 2020/2021

What project, in 2020, am I looking forward to work on?

A Social Media Agency called Social Wren

Launching soon, it’s a boutique Social Media Management Company focused on creative brands and those who need a better way to tell their stories to build real online tribes.

Where can you see me or my work in 2020?

I am writing a “Personal Memoir/Cuban Cookbook” that will publish around January 2021

Here I post updates about it:

@giuliettavigueras on Instagram (coming soon) A Social Media Agency

What do the words “Passion Never Retires” mean to me?

That’s almost my mantra. I don’t think I’ll ever stop launching and creating businesses, projects and ideas.

Which creative heroines should Peter invite to tell their story? 

Natasha Casanova

Lyda Cao

Yali Romagoza

Aldeide Delgado

Olivia Ward

Sofia Yotova

Kathleen Cacouris

How can you contact me?

My Instagram where I curate content on the interests of:

Art and Design, Cuban Art, Food and Baking, Great apps and Resources, Marketing, Writing and Storytelling, Entrepreneurial and more


My LinkedIN profile

My personal email

The Baking Magazine where I am the publisher (if you want to be featured or do a collaboration)

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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