The Hero’s Journey: Your Client’s Story

• Duration:  10.00 – 17.00
• Form: Masterclass with Peter de Kuster
• Price:  Euro 595 excluding VAT (including lunch)
• Location: Café Royal London

Book your journey by sending an email to theherojourneyquestionnaires@gmail.com

It’s not just about a story of numbers, it’s about a number of stories.

This story of Peter de Kuster focuses on how professionals can begin to move their practices toward the ‘Your Client’s Story’ model—where every product and service is tied directly to the life story, mission, transitions and goals of the client.

Your Clients Story is a story discovery process that focuses on who the client is, instead of the assets he or she has. By using the Your Clients Story model, professionals can demonstrate to clients how every aspect of their life story has a powerful impact on their behavior.

Peter will discuss the four areas of client story discovery that are key to the Your Client’s Story discovery process:

• What they are passionate about. What makes them happy and what not.
• What are their goals this year. Their projects, people they want to meet, work they want to realize.
• What are important life and business transitions for them this year.
• What means freedom to them. The importance of making goals tangible
• The inspiring stories that guide clients’ lives and decisions about spending money

Participants will walk away with a fresh sense of confidence that they are asking the right questions and building their relationships on the right foundation.

What You can Expect

Part I.   Your Clients Story

•  The Magnetic Power of Curiosity
•  Six Degrees of Separation
•  Why We Can’t Resist a Great Question
•  Find Out What Makes Each Client Unique
•  The Question is the Answer
•  Moving from Monologue to Dialogue
•  Merging the Quantitative & Qualitative: An Introduction to Storytelling

Part II.  Your Clients Journey

•  Where your Client has Been. The Biographical Story
•  Understanding your Clients Experiences with what you offer
•  Where your Client is.  The Power of the Present Story.
•  How your Client Got There.  The Principles Inquiry
•  Where your Client Wants to Be.  Mastering the Quest Inquiry.
•  The Hero’s Journey:  The Story of Entrepreneurs
•  Passion Never Retires:  The New Retirement Story

About Peter de Kuster

Peter de Kuster is the founder of The Heroine’ s Journey & The Hero’s  Journey

Peter is founder of the Heroine’s Journey and Hero’s Journey project where worldwide thousands of professionals shared their story of making money doing what you love. He wrote 50+ books. Peter has an MBA in Marketing,  MBA in Financial Economics and graduated at university in Sociology and Communication Sciences.

Day 1: Your Client’s Story – The Art of Discovery

Theme: From Numbers to Narratives

Morning: The Magnetic Power of Curiosity

Location: The Royal Exchange
Story: Nathan Mayer Rothschild and the Birth of Modern Banking

Standing before the Royal Exchange, we revisit the story of Nathan Mayer Rothschild, who built a financial empire not just on numbers, but on curiosity—about markets, people, and the world. His legendary network of information couriers gave him an edge, but it was his curiosity about clients’ needs and ambitions that built trust and loyalty.

Lesson: Curiosity is the gateway to understanding what makes each client unique. Ask not just about assets, but about aspirations and stories.

Mid-Morning: Six Degrees of Separation

Location: Leadenhall Market
Story: J.P. Morgan’s London Connections

Leadenhall Market, with its intricate web of alleys and traders, mirrors the interconnectedness of the financial world. J.P. Morgan’s London operations thrived on relationships—each introduction a potential new story, each connection a bridge to opportunity.

Lesson: Every client is connected to a wider network of stories. Discovering these connections can open new doors and deepen relationships.

Late Morning: Why We Can’t Resist a Great Question

Location: Guildhall
Story: Charles Dickens and the Power of Dialogue

At Guildhall, where Dickens once worked as a reporter, we explore how his novels—full of probing questions and memorable characters—captured the complexities of Victorian life. Dickens knew that a great question could unlock a flood of stories.

Lesson: The right question is more powerful than a perfect answer. Dialogue reveals the real client behind the balance sheet.

Lunch: Find Out What Makes Each Client Unique

Location: Simpson’s in the Strand
Story: The Sherlock Holmes Approach

Sherlock Holmes, a regular at Simpson’s, was famous for his attention to detail. He noticed what others missed, uncovering the unique traits and motivations of every client—be they suspect or patron.

Lesson: Like Holmes, financial professionals must become story detectives, uncovering the passions and quirks that drive client decisions.

Afternoon: The Question is the Answer

Location: British Museum
Story: The Rosetta Stone and Decoding Meaning

The Rosetta Stone unlocked ancient languages by asking the right questions of the right symbols. Similarly, professionals must decode the symbols and stories clients share, translating them into meaningful advice.

Lesson: Every client’s story contains the answer to their financial needs—if you know how to listen and interpret.

Late Afternoon: Moving from Monologue to Dialogue

Location: St. Paul’s Cathedral
Story: The Whispering Gallery

In the Whispering Gallery, a whisper on one side is heard on the other. True dialogue means listening deeply—so that clients feel heard, not just spoken to.

Lesson: Move from selling to genuine conversation. Dialogue builds trust and reveals the real story125.

Evening: Merging Quantitative & Qualitative – An Introduction to Storytelling

Location: The Savoy Hotel
Story: Oscar Wilde and the Art of Conversation

Oscar Wilde, a master of both wit and wisdom, entertained at The Savoy. His genius lay in blending facts with feeling, numbers with narrative.

Lesson: The best financial advice merges data with dreams, spreadsheets with stories.

Day 2: Your Client’s Journey – Mapping the Path

Theme: The Client as Hero

Morning: Where Your Client Has Been – The Biographical Story

Location: The Bank of England Museum
Story: The Life of Sir John Soane

Sir John Soane, architect of the Bank of England, designed not just buildings but legacies. His life story—marked by triumph and tragedy—shaped his vision.

Lesson: Every client’s financial journey is rooted in their biography. Understanding their past is the key to guiding their future.

Mid-Morning: Understanding Client Experiences with What You Offer

Location: Lloyd’s of London
Story: The Lloyd’s Coffee House

Lloyd’s began as a coffee house where stories of risk and reward were exchanged. Each underwriter listened to the tales of merchants and ship captains, tailoring solutions to their real experiences.

Lesson: Tailor your services to the lived experiences of your clients, not just their portfolios.

Late Morning: Where Your Client Is – The Power of the Present Story

Location: Covent Garden
Story: Eliza Doolittle’s Transformation

In George Bernard Shaw’s Pygmalion, Eliza Doolittle’s present circumstances are a launching pad for change. Covent Garden, her starting point, is a reminder that every client is in the midst of their own transformation.

Lesson: Meet clients where they are today—their current story is the foundation for future growth.

Lunch: How Your Client Got There – The Principles Inquiry

Location: Lincoln’s Inn
Story: The Legal Minds of London

Lincoln’s Inn, home to generations of barristers, is where principles are forged and tested. Every client’s journey is shaped by the principles and values that brought them here.

Lesson: Explore the values and decisions that shaped your client’s path. Principles reveal purpose.

Afternoon: Where Your Client Wants to Be – Mastering the Quest Inquiry

Location: The Shard
Story: The Vision of Irvine Sellar

Irvine Sellar, the developer behind The Shard, dreamed big and built bigger. His quest transformed London’s skyline—proof that bold goals can become reality.

Lesson: Help clients articulate and pursue their own quests. Make their goals tangible and inspiring.

Late Afternoon: The Hero’s Journey – The Story of Entrepreneurs

Location: Silicon Roundabout (Old Street)
Story: The Founders of FinTech

At Silicon Roundabout, London’s FinTech entrepreneurs rewrite the rules of finance daily. Their journeys are filled with setbacks, pivots, and breakthroughs.

Lesson: Frame your client’s journey as heroic—full of challenges, learning, and triumph.

Evening: Passion Never Retires – The New Retirement Story

Location: Chelsea Pensioners at Royal Hospital Chelsea
Story: The Chelsea Pensioners

The Chelsea Pensioners, retired soldiers in their iconic scarlet coats, show that purpose and camaraderie matter as much as pensions. Retirement is not an end, but a new chapter.

Lesson: Redefine retirement for your clients—not as withdrawal, but as reinvention and continued passion2.

Timeline

Time	Location	Theme/Story
09:00	The Royal Exchange	Curiosity/Rothschild
10:30	Leadenhall Market	Connections/J.P. Morgan
11:30	Guildhall	Questions/Charles Dickens
12:30	Simpson’s in the Strand	Uniqueness/Sherlock Holmes
14:00	British Museum	Decoding/Rosetta Stone
15:30	St. Paul’s Cathedral	Dialogue/Whispering Gallery
17:00	The Savoy Hotel	Storytelling/Oscar Wilde
09:00	Bank of England Museum	Biography/Sir John Soane
10:30	Lloyd’s of London	Experience/Lloyd’s Coffee House
11:30	Covent Garden	Present/Eliza Doolittle
12:30	Lincoln’s Inn	Principles/Legal Minds
14:00	The Shard	Quest/Irvine Sellar
15:30	Silicon Roundabout	Hero’s Journey/FinTech Founders
17:00	Royal Hospital Chelsea	Retirement/Chelsea Pensioners

What You Can Expect

• Immersive storytelling at each iconic London location, connecting financial practice to human experience.
• Interactive exercises to practice client story discovery and questioning.
• Live demonstrations of moving from monologue to dialogue, merging numbers and narrative.
• Personal reflection on your own professional journey and client relationships.

Price and Booking

Special Two-Day Tour Price: £995 per person (excl. VAT)

• Includes all guided sessions, materials, refreshments, and exclusive access to Peter de Kuster’s “Your Client’s Story” toolkit.

Group discounts available for teams of three or more.

Walk Away With

• A fresh sense of confidence in asking the right questions and building deeper client relationships.
• Practical tools for merging quantitative advice with qualitative understanding.
• Memorable stories to inspire your clients and your own leadership journey.

It’s not just about a story of numbers, it’s about a number of stories. Join Peter de Kuster and discover how to make every client meeting a story worth telling.