Unlock the True Story of Your Market

A One-Day Hero’s Journey Masterclass by Peter de Kuster in Amsterdam

Experience a transformative one-day Hero’s Journey through Amsterdam’s iconic creative landmarks, personally led by Peter de Kuster. Unlock the hidden 95% of the subconscious customer mind that traditional marketing misses. Discover the real story of your market and gain tools to anticipate customer needs 18 months ahead of competitors.

Date: Saturday, March 28, 2026
Locations: Anne Frank House → Rijksmuseum → Van Gogh Museum → NEMO Rooftop
Time: 09:00 – 18:00
Investment: €1,295 per participant | €6,950 for teams (5+ persons)

Your Hero’s Journey Through Amsterdam

Follow the sacred structure of the Hero’s Journey at Amsterdam’s legendary locations:

09:00 – Anne Frank House: THE ORDINARY WORLD
“THE SURFACE STORY: What Customers Say vs. What They Mean”

Peter reveals why 95% of decisions are subconscious. Anne Frank’s hidden diary = unspoken customer truths. Case Study: Coca-Cola discovers “Thirst Ritual” (27% revenue increase). Activity: Map your brand’s customer narrative.

10:00 – Rijksmuseum (Gallery of Honour): THE CALL TO ADVENTURE
“METAPHOR ELICITATION: Unlocking the Unspoken”

Peter’s Metaphor Elicitation Technique (MET) among Rembrandt’s masterpieces. Live demo with your customer stories. Procter & Gamble: Pampers as “mentor”. Activity: Your MET breakthrough.

12:00 – Museumplein Lunch (Van Gogh Gardens): CROSSING THE THRESHOLD
Consensus Mapping Workshop among Vincent’s sunflowers. Cluster metaphors into Hero archetypes. Case: Mercedes emotional redesign. Deliverable: Your market story patterns.

13:30 – Van Gogh Museum: TESTS & ORDEALS
“RESPONSE LATENCY & IMPLICIT ASSOCIATION”

Van Gogh’s 27,000 failures → masterpieces. Live Response Latency test on your brand. Case: General Motors 18-month innovation advantage.

15:00 – NEMO Science Museum Rooftop: ALLIES & ENEMIES
“STORY CLUSTERING FOR COMPETITIVE ADVANTAGE”

360° Amsterdam from 50m height. Identify Hero archetypes in your market. Case: Dove’s Heroine’s Journey → €1.2 billion leadership.

16:30 – Rijksmuseum Garden Terrace: RETURN WITH THE ELIXIR
“YOUR Hero’s Journey Marketing Canvas”

Create your 18-month competitive advantage plan in Golden Age atmosphere. Final deliverables: Marketing Canvas, Customer Story Toolkit, Amsterdam Hero Certificate.

18:00: Amsterdam Creative Hero Ceremony + Networking Drinks

Amsterdam’s Unmatched Creative Power

Anne Frank House (hidden truths), Rijksmuseum (Rembrandt energy), Van Gogh Museum (resilience), NEMO Rooftop (market vision), Museumplein (creative crossroads).

Peter’s authority: 20+ years Hero’s/Heroine’s Journey, MBA Marketing, Coca-Cola/P&G consulting, 3,248 success stories.

Proven Results

Coca-Cola: 27% uplift, P&G Pampers market leader, Dove €1.2 billion. Pathé CEO €1.2M, TBWA €2.3M pitches.

Immediate Harvest

Hero’s Journey Marketing Canvas, live MET results, archetype customer map, 95% subconscious toolkit, Amsterdam Hero Certificate.

Practical Details

For CMOs, Creative Directors, Innovation Leads. Max 12 participants. €1,295 | €6,950 teams. Includes lunch, drinks, materials. Creative smart casual.

Reserve: peterdekuster2023@gmail.com

Testimonials

“Amsterdam + Hero’s Journey = market insights beyond focus groups.” – Global CMO
“NEMO archetype mapping changed our innovation.” – Creative Director

March 28, 2026: Amsterdam awaits your Hero’s Journey. Only 12 spots.