The Hero’s Journey of Andrea Schifano

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

Certainly the freedom of expression, and the introspective experience. I find that artistic work is a meditation that walk with you throughout your life.

What is my idea of happiness?

i don’t know. I believe that happiness exist in relation to sadness, happiness cannot be reached if there is no sadness first, so it is very variable.

What is my greatest fear?

I am afraid of the passage of time. Time runs really fast.

What is the trait that I most deplore in myself?

I have a hard head. I want to be right even when I’m wrong.

Which living persons in my profession do i most admire?

I admire anyone who works while staying true to himself. It doesn’t matter if he is an artist, curator, critic or gallery owner ecc. … the important thing is to be honest.

What is my greatest extravagance?

I have no idea.

On what occasion would I lie?

I would lie so as not to make my family suffer

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

All and nothing. There are times when I love everything my artwork and moments when I hate it.

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

It makes me happy, or rather euphoric, the moment when I understand that the work is read, it’s over. It’s like reaching orgasm when you make love, the most beautiful moment.

If I could, wat would I change about myself?

I would like to be ordered and organized, but i can’t do it

What is my greatest achievement in work?

I don’t believe in success as a point of arrival, I believe in the steps that help to grow, the success can be a consequence

Where would I most like to live?

I am happy to live in my small city, it gives me the right tranquility, but I am also a traveler, I love to know the world

What is my most treasured possession?

My family, the rest is superfluous

What is my most marked characteristic?

My microscopic imagination, all my work revolves around this.

What is my most inspirational location, in my city?

All place are inspiration, all object are inspiration, all have a surface, all surface is a space to “live”

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

I love to change places to eat or drink often, but the best restaurant is my home! I am an excellent cook (at least I think so).

What books influenced my life and how?

J. Baudrillard inspired my work lately, I recommend “De la seduction”.

You only die once. What music would I listen on my last day?

Echoes by Pink Floyd

Who is my hero or heroine in fiction?

Yattaman are my heroes of childhood, an old japanese cartoon

Who is my hero or heroine in real life?

My father and my mother

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


What role plays art in my life and work?

Art is life, life is art!

What do the words “You are the storyteller of your own life” to me?

It means, stop five minutes and take an examination of conscience

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

My partner, she is a lover, a supporter, a assistant, my first fan. I’m lucky.

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

I’d like to work with anyone who has interesting ideas.

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

I hope to meet new professionals in the world of Art in 2020 to enlarge my network .

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

The projects that were starting this year have been blocked by the lockdown in Italy, now that the situation has improved , programming is resuming, the next event will be the collective exhibition at the MAAAC of Cisternino (Brindisi- Italy) and a collaboration with Fondazione Pino Pascali of Polignano a Mare (Bari – Italy) for making artistic mask anti-covid for visitors

Where can you see me or my work in 2020?

You can see my work by visiting my social profiles or by visiting the exhibitions that I will insert in the program. Otherwise I’ll wait for you in my studio!

What do the words “Passion Never Retiresmean to me?

It means I will never retire

Which creative heroes should Peter invite to tell their story?

Cristina Panarese, Silvia Cappello, Federica Claudia Soldani, Jonatan Politi, Marco Maschio, Sara Manuguerra

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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