Your Client’s Story

Coaching artists is not like dealing with any other product or service in the world – and it is high time to stop treating it like it is. Being an artist is a deeply personal and deeply emotional issue. We are just now beginning to understand the deep and transcedent meanings of art in our lives.

There is a dramatic story linked to each artist’s story – stories of hard work, sacrifice, risks taken, miserable failure and fortuitous breaks. There are stories of fortunes lost and fortunes found and obstacles overcome. There are other stories of traitors and benefactors, adversityy and peril. Each personal story has its roots in the price they paid to help them gain a footing in this life and continue on through their lives to their heirs and the shining hopes and ambitions we carry for their betterment. These dramatic stories continue on through us and the generations and dreams they spawn.

The story of artists would be better told by a storyteller than it would be by a reporter for a business newspaper. Yet many people in the world of business continue to treat the topic of art as if it was merely a product or service to be sold with processes that don’t fit with the nature of art.  You can’t just take a selling system used by Procter and Gamble to sell soap and apply it to someone’s art. Art goes much deeper than that. You simply cannot do justice to artists and their art with approaches based on ‘fact finders’ and ‘selling opportunities’.  People feel that they are nothing more than a collection of facts or a mark for a monthly sales quota. They want you to understand the dept of the meaning of their art.

Art is not comparable to other goods and services that are traded. What product or service carries this level of emotional impact?  Buying a car or a house is an emotional event but doesn’t compare to turning over the trust regarding the fruit of creative toils over a lifetime. Hiring a lawyer or some other professional to help manage your business as an artist is one matter but hiring a professional whose reach will impact the quality of my artistic life ongoing is quite another. Sales processes that have their origins in selling boxes of soap and tubes of toothpaste will hardly suffice here.

The time has come to adress the client relationship with artists using a new story at a higher level – not as a sales opportunity, but as a connection with a story in progress. Your roles will include biographer and story director. Don’t settle for the low ground of selling props. At the end of it all, you know you have helped your clients if you have played a role in helping their “stories”end well.

“Your Client’s Story”

This tour with Peter de Kuster will show any professional in the business of coaching artists how to develop a unique business by understanding your clients story:

Employing Empathic Conversation.  You will learn what matters most to clients when it comes to making decisions. You will learn how to find and use stories and illustrations from life, hobbies, and interests to explain creative products and services offered to clients.
Becoming a Better Biographer.  Participants will learn Peter’s  breakthrough The Heroine’s Journey Questionnaire Method and learn how to ask the questions that not only help them understand their clients better, but also forge stronger connections. You will learn how to build better relationships by asking better questions.
Asking Questions that Get Results.  Participants will learn the three questions that unlock a client’s story.

Your Client’s Story is an inspiring and one-of-a-kind experience that has an immediate impact on your business effectiveness.

Join us for a truly transformational vacation for the mind.

You can have a preview of Your Clients Story on a special website here

What Can I Expect?

Here’s an outline of the Your Client’s Story journey.

Journey Outline


  • The Magnetic Power of Curiosity
  • Six Degrees of Separation
  • Why We Can’t Resist a Good Question
  • Find Out What Makes Each Client Unique
  • The Question is the Answer
  • Merging the Quantitative and the Qualitative


  • Where your Client Has Been
  • The Experience Inquiry
  • Where your Client is
  • How Your Client Got There
  • Where Your Client Wants to Be


  • Dialogues with the Artist
  • The Passion Never Retires Dialogue
  • Bring Meaning to My Art Dialogue

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.

Practical Info

The price of this three day storytelling journey is Euro 2850 excluding VAT per person

When you want to attend with 2 or more people there are special prices.

You can reach Peter for questions about dates and the program by mailing him at 


09.40    Tea & Coffee on arrival

10.00     Morning Session

13.00     Lunch Break

14.00     Afternoon Session

18.00     Drinks