The following is my short course on do’s and don’t s for starting up a business:

Don’t waste your time (and money) making everything perfect before you begin. You are as ready as you’ll ever be. Your idea of what you are and what you need will change with experience, so don’t lock yourself in too tight at the start. Make it up as you go.

Do come up with a good name. Brainstorm it with as many people as you can. Try to keep it short – one or two syllables. Try to make it connect with common experience in as many ways as possible (this makes it easy to remember).


Don’t be a grouch. Whatever product you provide, you’re also selling customer service. That means being likable, personable, accountable, and reliable. You have to be pretty exclusively wonderful to overcome poor customer service.

Don’t be afraid to put your stuff out there. Yes, people will copy you and steal your ideas. That is a good thing.

Do be aware what works and what doesn’t. You’ll have some ideas or explore some marketing areas that just don’t work financially, no matter how brilliant they seem at first. Drop the things that don’t bring in the revenue. Cut your losses.

Do be your own niche. Use your product or service – believe in it. Nothing sells like sincerity.

Don’t leap before you think. Partnerships are like marriages. Some last till death do them part; in others the partners end up wanting to kill each other. The creative person should consider carefully before committing to a partnership. If the partners bring individual talents and skills that don’t conflict, it can work.

What Can I Expect?

Here’s an outline of The Hero’s Journey in Paris: Create Your Own Legend.            

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


  • tickYou are a creative professional who is interested in developing yourself and your creative business.
  • tickYou are aware that there are no quick fixes. Learning is a journey that works when you are fully committed to it. A guide like Peter de Kuster can bring awareness and help you navigate, but in the end it’s you who is in charge of your growth.
  • tickYou want to learn more about how to tell yourself a more powerful story, learn about blind spots, and get feedback.
  • tickYou are curious and want to engage in an interactive learning journey with Peter de Kuster.
  • tickYou are motivated to work in-between journeys on yourself (e.g. working on questions that will help you develop new storytelling, mindsets, skills, and behaviors).


The Hero’s Journey is all about your development. To make the most out of your journey with Peter, we ask you to prepare topics to work on with him. These topics can serve as a starting point for further in-depth exploration.


Three Day Journey in Paris for EUR 2,950 (excl. VAT)



Who can sign up for The Hero’s Journey?

Creative professionals who wish to improve their storytelling, mindset(s) and develop their leadership skills.

What language do we speak in the journey?


Can I bring my own topics?

Yes, you get to choose your own topic.

Are journeys confidential?

Yes. Peter will not share anything that is discussed in the journey.

Where will the journeys take place?

Sessions will take place travelling with Peter a world city like Paris, Rome, Florence, Barcelona, Amsterdam, London, Antwerp, Venice, New York, Berlin, Madrid.

How do I sign up?

Send Peter an email to theherojourneyquestionnaires@gmail.com

How do I pay?

After you booked The Hero’s Journey by sending an email to Peter you will receive an email with info how to pay.

How do I book and reschedule a journey?

Once we’ve received your payment, our Program Coordinator will book your journey. She will also support you with rescheduling journeys if needed.

What is your cancellation policy?

Individual journeys can be postponed up to one week before the journey.