The Heroes of Innovation

Become a More Creative & Collaborative Team

Learn the skills and mindsets of storytelling and build your team’s confidence to tackle complex challenges. With his global storytelling company, Peter de Kuster has been honing the methods of storytelling and a human-centered approach to business for over 30 years. This approach will inspire and equip your team with the tools necessary for creative problem solving.

Grow your team’s problem-solving toolkit with techniques taught by business storytellers like Peter de Kuster. Our 2 day journey in Paris provides interactive, practical lessons and bite-sized learning you can apply to day-to-day work.


Teams from all roles and industries looking to:

  • Add storytelling to their toolkit.
  • Create a more creative, collaborative and customer-centric team.
  • Become more experimental and unlock their creative potential.

We recommend learning in teams of 2 to 20 individuals.

  • Develop the skills and mindsets to support breakthrough innovation.
  • Empower your team to apply practical storytelling methods to daily work.
  • Execute bold new ideas by building creative confidence.
  • Learn from heroes in Paris from diverse creative professions through bite-sized online content that fits into any schedule.

We believe in learning by doing. Building storytelling skills requires practice and pushing outside your comfort zone.

  • Learn through engaging video lessons, hands-on activities, sharing insights, and gathering feedback.
  • Gain fresh perspective that will expand your thinking and push you to bold new ideas through practice and discussion with your team and community.
  • Lead your team through practical learning and create rich collaboration using the In the Hero’s Journey Club Guide.

Join the journey and get inspired by heroes in Paris from diverse creative industries to push your learning, share and receive feedback and resources, and develop long-term connections.

Encounters Tailored for Your Project

Passie Pensioneert Nooit offers a small group of client participants – between 2 and 8 people – a guided and fascinating tour of various entrepreneurship venues and destinations to indelibly link the concepts of business storytelling. This experiential event is designed to show real-world examples of our various thoughts and ideas that makeup Peter’s business storytelling framework.

Participants encounter firsthand the triumphs and failures of business storytelling and are guided to extract underlying principles that they can apply to their own business.

To prepare for this intensive two-day journey, Peter de Kuster typically interviews the entrepreneurial team in advance to gain background on you, your company, your people, and the issues you face to best create a customized storytelling for your business. They both review the results of these interviews along with marketing materials, project documents, and strategic plans to design the journey content. The “Journey Map” for the two-day event is then reviewed in advance with the primary client contact and modified or adjusted as needed.

The client team gathers with Peter de Kuster in a predetermined “story-rich” city, such as Paris, Amsterdam, London, Rome, Berlin, Rotterdam or New York. In each case, we recommend a city best suited for the client and then develop a tailored mix of tour stops based on the client’s industry and issues.

How It Works

Typically, we begin Day One with a review of various business storytelling frameworks and tools then set off on our journey together, visiting all manner of businesses that exemplify principles of business storytelling offering customers the opportunity to create a life and work they love. By learning how to spot these frameworks and seeing them in action, you’ll begin think about the ways they can apply to your business.

On Day Two of your journey, we debrief the lessons learned, using a number of different facilitation techniques to structure this time. The aim is to richly extract insights gleaned from the from Day One’s experiences, and to understand how to apply them to your company.

We’re not looking for best practices — but for best storytelling principles. It’s all designed to drive your company to new powerful storytelling — and we are confident that many practical revenue-generating ideas will emerge from the field work conducted.

Start with Peter de Kuster by planning a journey and take the next step to improving your business and understanding the business storytelling principles detailed in my stories. Let’s discuss your ideas and questions in detail and let Peter help you integrate business storytelling into your business. You can reach him at to schedule a skype call.