The Leader’s Journey

The Leader’s Journey

The power of renewal determines the success of a creative business. The Leader’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 creative leadership: an exploring mindset along with the drive to envision new ideas and solutions. Successful innovation also calls for a logical innovation process, validated by the world’s greatest innovators.

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


During this The Leader’s Journey experience in Paris, you will work with a variety of tried and tested tools to shape, structure, and optimize innovation within your projects. You will also explore and develop your role as a creative leader and complete a Self Assessment that will provide unique insights into your leadership ability to lead innovation for sustainable positive impact.

The Leader’s Journey is an impactful learning experience for creative professionals who share a passion for innovation. You will be challenged to learn-by-doing and to come up with new ideas and solutions. We will provide theoretical frameworks and continuous feedback to help you discover your strengths and development opportunities.

Peter de Kuster,  founder of The Hero’s Journey is your guide in Paris and will reveal the strategies great creative leaders use to foster innovative thinking and overcome the naysayers who stifle creativity.

The role of the devil’s advocate is nearly universal in business today. It allows individuals to step outside themselves and raise questions and concerns that effectively kill new projects and ideas, while claiming no personal responsibility. Nothing is more potent in stifling innovation.

Over the years, Peter has developed ten archetypal roles people can play in an organization to foster their innovation story and new ideas while offering an effective counter to naysayers. Among these approaches are the Anthropologist—the person who goes into the field to see how customers use and respond to products, to come up with new innovations; the Cross-pollinator who mixes and matches ideas, people, and technology to create new ideas that can drive growth; and the Hurdler who instantly looks for ways to overcome the limits and challenges to any situation.

The Leader’s Journey is an extraordinary guide to nurturing and sustaining a culture of continuous innovation and renewal.


The Leader’s Story

Innovation skills and applicable mindsets.

Where do you stand as a Creative Leader? After a short introduction, you will start working with the Leader’s Journey. In one day, you will go through the four phases of  innovation – Sensing, Visioning, Prototyping, and Scaling – together with a team and learning by doing. You will become acquainted with the most important tools and mindsets to become a better leader and innovator yourself.


Leading Innovation

Starting, leading, and guiding innovation.

How do you effectively start the (next) wave of innovation in your creative business? Who do you involve and how do you orchestrate the “creative clash”? In the second day, you will discover how to initiate projects and how you can initiate, lead, and coach your creative project. You’ll also learn how to create an environment of trust and safety in which others also develop entrepreneurship, courage, and resilience.


The Innovator’s Story

Stimulate a culture of innovation within your business.

What makes creative professionals innovative? And what can you do practically, from your position, to specifically influence your innovation power? On day three, you will deepen your knowledge of the ten roles of innovators and discover how you can, in your position, become a role model, a storyteller, a facilitator/coach or an architect. The journey will conclude with a structured joint reflection, in which you make clear to yourself how you will (continue to) apply what you have learned into practice.

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’s Journey & Hero’s Journey project,  a storyteller  who 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.


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.

The Leader’s Journey is designed for ambitious creative professionals with a passion for innovation and the drive to lead and shape groundbreaking innovation within their business.

Do you have more than 10 years of work experience and 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 Innovation Managers, Creative Directors, Creative Strategy Managers, and New Business Development Managers.


  • tickKnowledge and experience in innovation processes for generating ideas and developing new concepts
  • tickAn innovation toolbox with proven concepts and practices for application within your business
  • tickSelf Assessment with insight into your strengths and challenges as a creative leader
  • tickImproved skills in storytelling
  • tickPeer coaching on challenges and personal advice for your specific situation
  • tickA network of experienced innovators
  • tickA look behind the scenes of Chanel, one of the most innovative creative businesses in the world




August  16

August  17

August  18


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

-Special rate for startups, freelance creative professionals and social enterprises € 2,550.00 + VAT

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


You can reach us by mailing to


What are the program dates?

Aug 16-18, 2022

Where will the program take place?

The program will be held in Paris, we start at Hotel Lutetia in Paris

In what language will the course be delivered?

The program is offered in English.

What are the program costs?

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

-Special rate for startups,  freelance creative professionals and social enterprises € 2,550.00 + VAT

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

This price includes training facilities, catered breakfast, lunch and program materials. You are responsible for your own dinner and accommodation.

Are discounts available for teams?

Because learning from each other is a very powerful tool and becomes more effective with more colleagues, we offer a discount. If you sign up with two colleagues from one organization, the cost will be lowered per person.

Are tax deductions available?

Did you know that in most countries a self-employed person or employee can make use of the personal deduction or tax deduction for study costs? This implies that the cost of education, taking into account a threshold on your income, can be deducted. In this way, the tax authority pays a large part of your education.

What is the class size?

During the three day journey, you will be led by Peter de Kuster in a small group of senior creative professionals. The group is small enough to bring in your own cases to discuss intensely.

How can I register?

You can reach us by mailing to