The Hero’s Journey of Massimo Taccon

What is the best thing that I love about my work?
This is not my work but it’s my LIFE … I love being able to express my interiority and my personality through my work. It makes me feel alive.
What is my idea of happiness?
Be free to do what I have in my mind and my heart.

What is my greatest fear? 
No fear … I have faith in myself.
What is the trait that I most deplore in myself? 
When I can’t reach my goals. Then I have to work with more decision.
Which living persons in my profession do i most admire? 
Some people, for example  Jannis Kounellis for his artistical research, but he is no longer living.
What is my greatest extravagance?
I think I have very long hair.
On what occasion would I lie?
To save myself or someone in danger of life.
What is the thing that I dislike the most in my work?
There’s an unwritten law and it’s that of the market. Inspiration and market are sometimes not the same thing. I think of Van Gogh … I said Van Gogh and not Picasso.
When and where was I the happiest, in my work?
In Malaysia when I made a work in the resort of a hotel, right in the middle of the jungle.
Now that work is there in the permanent collection of the National Gallery.
If I could, what would I change about myself?
I think I’m perfect …
I’m joking,
There are still some things to improve in me.
What is my greatest achievement in work?
Maybe the next one.
Where would I most like to live?
Two thousand years ago Rome, the last century Paris, today New York, tomorrow…? I don’t know.
It depends on what the world will look like after “all this…”.
What is my most treasured possession?
All the artworks that I have done.
What is my most marked characteristic?
I am a person who plans every detail including creativity.
What is my most inspirational location, in my city?
Ancient, modern places, full of people or empty but above all myself.
What is my favourite place to eat and drink, in my city?
Generally the characteristic places of the center, I prefer the less worldly ones especially if I am together with a friend.
What books influenced my life and how?
The Divine Comedy, as a boy made me think, then many western and eastern philosophical texts opened me to my inner world.
You Only Die Once. What music would I listen on my last day?
Beethoven ninth symphony and the recording of a stream of water.
Who is my hero or heroine in fiction?
I have no hero or heroine in fiction.
Who are my heroes and heroines in real life?
Known people and unknown people.
Up to the age of thirty Gandhi was a hero of mine.
Today I think differently.
Which movie would I recommend to see once in a lifetime?
Matrix should make you think about what it should never be.
What role plays art in my life and work?
I am an artist…art is my life and my life is art.
What do the words ‘You are the storyteller of your own life’ to me?
Wanting something is power.
Writing your life is power.
Thinking about doing it is power.
Who is my greatest fan, sponsor, partner in crime?
Absolutely myself.
Which people or companies would I like to work with in 2020? 
I could say Larry Gagosian of the Gagosian galleries, or the auction houses Sotheby’s and Christie’s.
Which people in my profession who can make a real difference in my creative career would I love to meet in 2020? 
To what I said above I add the directors of MoMA, Ghuggenaim, MoMA PS1, Venice Biennale, Documenta, is there anything else?
What project, in 2020, am I looking forward to work on?
Before the coronavirus pandemic, I was working with two major Italian museums for two acquisitions of my works. Now the museums have been temporarily closed.
Where can you see me or my work in 2020? 
Currently the exhibition path is suspended, so the best thing is to look for me on google.
What do the words “Passion Never Retires” mean to me?
It’s like saying that life never ends.
Which creative heroes should Peter invite to tell their story? 
In 2010 I founded the international art movement Critical Meditavism (Meditavismo Critico), and I would like that you invite to tell his story the Brazilian “meditavist” artist “Arte Condesa” J Fernandes.
How can you contact me?
Send me an email to

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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