The Hero’s Journey of Ettore Pinelli


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

The smell of linseed oil on my hands after painting.

What is my idea of happiness?

I’m still trying to figure out which one it is.

What is my greatest fear?

To lose myself moving by car at night.

What is the trait that I most deplore in myself?

Never found out. I dont know.

Which living persons in my profession do i most admire?

Im sorry for the living people, but for my work, the dead ones are more interesting, the specter, the hidden its all about im trying to translate.

What is my greatest extravagance?

I don’t think i can never be an extravagant guy.

On what occasion would I lie?

We are lying too much in our society, social behaviors take place more than we suspect. You lie to get something back.

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

The trivialization of my own work, and of course, when at the end of the work I have to clean the brushes.

What is my most marked characteristic?

The determination and boredom.

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

Never. The happy word seems a little too optimistic. When you start a creative journey conflicting feelings come out until a moment of inner peace is generated in me.

If I could, what would I change about myself?

The color of my eyes, id like to have one black and one blue.

What is my greatest achievement in work?

It doesnt exist, its a pure utopia, but, if the visual-conceptual impact of a painting works, its already a victory.

Where would I most like to live?

I desire quiet in a mountain cottage, sometimes I want the sea and other times the pleasure of the city full of history and talents. I would enjoy the nomadic life.

Which books have influenced your life and how?

Many books, each text or author contains an irrational communication, which increasingly enriches the most private and intimate aspect of man. It can transfigure a new revelation to the subject, personal or social.

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

Nine inch nails before i leave.

Who is my hero or heroine in fiction?

Peter Griffin of Family Guy.

Who are my heroes and heroines in real life?

All those can live without working.

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

I have no films to recommend but rather personalities to discover like some of my closest ones: Antonioni, Bergman, Polansky, Lars von trier, Godard, Greenaway but also many other great authors.

What role plays art in my life and work?

The answer seems obvious enough to me, art its my life itself.

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

That i have to continue to paint otherwise i will have nothing to tell.

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

All the people who have always supported me, first of all my gallerists.

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

I was working on some projects to be carried out in this spring but the virus blocked me all, it doesnt matter.

Where can you see me or my work in 2020?

I am still trying to understand it, given the critical situation we living right now.

Ettore Pinelli - Three variations of grey for a multiple image denied (hands of parliament) - medium grey _blue edge panel, (1)

Ettore Pinelli – Three variations of grey for a multiple image denied (hands of parliament) – medium gray : blue edge panel, 2020 – oil on canvas, 80 x 60 cm – Courtesy Traffic Gallery – Ph credit Franco Noto 

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

That in this life i will not be allowed to retire.

Which creative heroes should Peter invite to tell their story?

Giovanni Blanco, Francesco Rinzivillo, Giovanni Viola, Piero Roccasalvo, Daniele Cascone, Giuseppe Giordano, Emanuela Alfano, Monica Caruso, Sara Vattano. 

How can you contact me?

Here follows a message of Peter de Kuster, founder of The Hero’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 Hero’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 Hero’s Journey Coaching online sessions last 50 minutes and the fee is Euro 189 excluding VAT per session. The Hero’s Journey Coaching is suitable for people at any stage in their career.


Who can sign up for The Hero’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 Hero’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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