The Innovator’s Journey

“Renaissance Florence Was a Better Model for Innovation than Silicon Valley Is” Harvard Business Review Eric Weiner

The power of renewal determines the success of an creative business. The Innovator’s Journey is an impactful learning experience for ambitious executives and senior professionals. In this program, you’ll get access to a variety of tools and methods to enhance innovation within your organization.

The world is changing at an unprecedented pace and today’s solutions do not give way to tomorrow’s questions. It is only by thinking differently that you can remain relevant and competitive as a company. This requires a creative journey: an explorative mindset along with the drive to envision and act on new ideas and solutions. Successful innovation also calls for a proven innovation process as in Florence, validated by some of the world’s most creative professionals like Leonardo Da Vinci, Michelangelo, Brunelleschi, Dante, Verrocchio, Ghiberti.

How do you reach groundbreaking new ideas? How do you make the most of your organization’s innovation power? And what does that mean for you as a leader?


During this Innovation Journey in Florence delivered by Peter de Kuster, you will work with a variety of tried and tested tools to shape, structure, and optimize innovation within your organization. You will also explore and develop your role as a creative leader and complete a Creative Leadership Assessment that will provide unique insights about your leadership.

You will be challenged to learn-by-doing and to come up with new ideas and solutions. Peter de Kuster will provide theoretical frameworks and continuous feedback to help you discover your strengths and development opportunities.

You will leave the Innovation Journey with a toolbox filled with concepts such as Business Storytelling, What is Your Story?, The Power of Your Story and The Hero’s Journey for Innovators to apply in your own organization and business, as well as a deeper awareness of your role as leader.


Innovation by Asking for Your Clients Story with New Questions

Where do you stand as creative leader? After a brief introduction, you will get started with your ‘What is Your Story” feedback and goals for the program. In teams of three, you will take the first step of the innovation journey: exploring the challenge. By combining rational analysis with consumer stories, you will learn to come up with new challenge definitions.


Thinking in Great Quests and Breaking Old Myths

During the second day, you will develop creative solution spaces by thinking in great quest stories, reframing old myths and beliefs, innovating business models, and using analogies/stories/methaphors. You will discover how creativity can be structured and practice with proven tools to create game-changing ideas. You will learn with storytelling how to overcome resistance and inspire others to get the best out of themselves.


From Prototype Story to Scalable Concept Story

You’ll learn to start with a simple prototype story to test assumptions. With quick user testing and feedback loops, you will validate and correct an idea at an early stage. You will also work on the scalability of the concept story: what can you add or change to increase the impact? Ultimately, innovation is only reality if you get it in the hands of others and learn how to convey your message through storytelling. The innovation journey is completed with a final reflection on the storytelling tools, your role as leading storyteller and translation to your day-to-day work: how do you bring your insights a step further in your creative business?


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 lifes 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.


Make a difference in your organization by designing innovative concepts, developing innovations for scalability, developing new business models, learning effective management of innovative projects, increasing the innovation output of your teams, and making real impact.

This innovator’s journey is designed for ambitious executives and senior professionals with a passion for innovation and the drive to lead and shape groundbreaking innovation within their organization.

Are you responsible for innovation? Are you involved in developing new products, services and business models within your organization? Are you looking for strategies and methods to come up with new ideas and develop successful innovations? This program is ideal for (co) Founders, Innovation Managers, Strategy Managers, and New Business Development Managers.

There are a limited number of places available so sign up early to avoid disappointment.


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    Knowledge and experience in innovation processes for generating ideas and developing new concepts

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    An innovation toolbox with more than 80+ proven concepts and practices for application within your organization

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    Creative Leadership Assessment with insight into your strengths and challenges as a leader

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    Improved skills in brainstorming, storytelling, and collaboration

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    Peer coaching on challenges and personal advice for your specific situation

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    A network of intrapreneurs and experienced innovators

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    A look behind the scenes of the most innovative organizations in the world




August  23

August 24

August 25


-Regular rate for business participants € 2,850.00 + VAT

-Special rate for governments, trade associations and social enterprises € 2,550.00 + VAT

-Special rate for 2 colleagues from the same organization f€ 4.700,00 + VAT