Passion Never Retires in Florence

The future belongs to a different kind of person with a different kind of mind: artists,  writers, musicians, designers, actors, film directors, dancers, inventors, storytellers-creative and holistic “right-brain” thinkers whose abilities mark the fault line between who gets ahead and who doesn’t.

Drawing on research into the stories of great creative professionals from around the world of past and present Peter de Kuster, founder of The Heroine’s Journey outlines the twelve fundamentally human creative abilities that are absolute essentials for professional success and personal fulfillment–and reveals how to master them. Passion Never Retires takes travellers in one day to a daring new place, and a provocative and necessary new way of thinking about a future that’s already here.

Join us for a truly transformational vacation for the mind.

Ticket costs Euro 995 excluding VAT per person

You can reach Peter for a skype meeting about questions you have 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

Read on for a detailed breakdown of the Passion Never Retires itinerary.

Part I.  The Storytellers 

By piecing the lives of selected creative individuals into a grand mosaic, founder of the Heroine’s Journey Peter de Kuster explores the development of artistic innovation over 3,000 years. A hugely ambitious chronicle of the arts that Peter delivers with the scope that made his The Heroine’s Journey a worldwide successful project.  Even as he tells the stories of such individual creators as Kahlo, JK Rowling and Virginia Woolf, Peter assembles them into a grand mosaic of aesthetic and creative passion and invention.  In the process he tells us not only how great art (and great architecture and philosophy) is created, but about the passionate, creative experiences where it comes from.

Part II. The Heroine’s Journey 

Creativity is about capturing those moments that make life worth living. Peter de Kuster  reveals what leads to these moments—be it the excitement of the artist at the easel or the scientist in the lab—so that this knowledge can be used to enrich people’s lives. Drawing on thousands of interviews with exceptional people, from artists, designers, poets, musicians, actors, movie directors, writers as well as his thirty years of research on the subject, Peter uses his famous The Heroine’s Journey theory to explore the creative process. He discusses such ideas as why creative individuals are often seen as selfish and arrogant, and why the “tortured genius” is largely a myth. Most important, he explains why your creativity needs to be cultivated and is necessary for the future of you yourself and your world, if not the world.

Part III.  The One Great Story 

This remarkable and monumental journey at last provides a comprehensive answer to the age-old riddle of whether there are only a small number of ‘basic stories’ in the world. Using a wealth of examples, from ancient myths and folk tales via the plays and novels of great literature to the popular movies and TV soap operas of today, it shows that there are seven archetypal themes which recur throughout every kind of storytelling. But this is only the prelude to an investigation into how and why we are ‘programmed’ to imagine stories in these ways, and how they relate to the inmost patterns of human passion,  creativity and happiness. Drawing on a vast array of examples, from Isabel Allende to detective stories, from Madame Bovary to Eat, Pray, Love , Peter then leads us through the extraordinary changes in the nature of storytelling over the past 200 years, and why so many stories have ‘lost the plot’ by losing touch with their underlying archetypal purpose.  Peter analyses why evolution has given us the need to tell stories and illustrates how storytelling has provided a uniquely revealing mirror to mankind’s psychological development over the past 3000 years. \

This part of the journey opens up in an entirely new way our understanding of the real purpose storytelling plays in our creative lives, and will be a great experience for you, a talking point for years to come.

Part IV.  They Created Happily Ever After

Peter studied the biographies of the great storytellers, creators, writers, artists, designers, musicians, actors in history for their “creative experiences”.  What these stories reveal is that what makes an creative experience genuinely satisfying is a state of consciousness called flow. During flow, people typically experience deep passion, enjoyment, creativity, and a total involvement with life.

In this one day journey Peter de Kuster demonstrates the ways creative professionals can control this positive state, not just left to chance.  Passion Never Retires teaches how, by the story we tell ourselves about ourselves and our creations we can discover true passion and happiness and greatly improve the quality of our lives.

Part V.   Passion Never Retires

Creative professionals know that the song is right ‘It is not about the money, money, money.  Most people believe that the best way to motivate professionals is with rewards like money—the carrot-and-stick approach. That’s a mistake, says Peter. In this provocative and persuasive new journey, he asserts that the secret to high performance and happiness for creative professionals is the deeply human need to direct our own lives, to learn and create new things, and to do better by ourselves and our world.

Peter examines the three elements of true successful creative professionals —authencity, quest story and passion -and offers smart and surprising techniques for putting these into action in a unique journey that will change how we think and transform how we as creative professionals live.

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.

To book your place in Passion Never Retires mail peter at  Passion Never Retires in Florence is organized four times each year.