Introduction

Florence is a city where stories breathe through marble, echo in the arches of ancient churches, and shimmer on the surface of the Arno at dusk. For centuries, it has been the birthplace of visionaries, rebels, sages, and creators—each leaving an indelible mark on art, politics, and the very soul of Western civilization. Here, in the cradle of the Renaissance, we invite you to embark on a journey that is both outward and inward: a two-day leadership walking tour designed to help you discover, shape, and share your own brand story.

This program, “What is Your Brand Story?”, is not a traditional sightseeing tour. Created by Peter de Kuster and inspired by Carol Pearson’s The Hero and the Outlaw, it is a transformational seminar woven into the fabric of Florence itself. Each step through the city’s storied streets is an invitation to reflect on the archetypes that drive your leadership, the stories that define your brand, and the legacy you wish to leave.

Why Florence? Because nowhere else does the past speak so powerfully to the present. The city’s piazzas and palaces, its bustling markets and tranquil cloisters, have all been shaped by those who dared to dream, to challenge, to create, and to lead. Their stories—of triumph and tragedy, vision and vulnerability—are not only relics of history, but living templates for the narratives we are crafting today.

Over two immersive days, you will explore Florence’s most iconic and meaningful locations, each chosen for its legendary story—rooted in fact, myth, or art. At every stop, you will engage with reflective questions and exercises that connect the city’s stories with your own. You will learn to see yourself as the hero of your own journey, to identify the archetypes that shape your leadership, and to harness the power of narrative to align your brand with your deepest values and highest aspirations.

This program follows the structure of The Hero and the Outlaw, guiding you through the essential stages of building a compelling, authentic brand story. You will begin by understanding the system of meaning that underpins all great stories. You will journey through the yearning for paradise, the drive to leave a thumbprint on the world, the importance of relationships and independence, the need to provide structure, and the quest for true north. Finally, you will reflect on legacy, ethics, and the deeper waters of leadership storytelling.

This is not a passive experience. Through guided discussions, reflective journaling, and dynamic group exercises, you will gain practical tools to implement a proven storytelling system for your personal and professional brand. You will discover how to identify and leverage the most appropriate archetypes for your story, how to align your brand for sustained competitive advantage, and how to communicate your story with clarity, confidence, and authenticity.

Join us in Florence for a leadership journey that will transform the way you see yourself, your story, and your brand. Walk the streets not just as a visitor, but as a storyteller, a leader, and a hero. Discover the archetypes that drive you, the stories that define you, and the legacy you are destined to leave.

Chapters, Locations, and Reflective Questions

PART I: STORIES — A SYSTEM FOR THE MANAGEMENT OF MEANING

Location: Piazza del Duomo
Story: Brunelleschi’s Dome and the Bull’s Head
Questions:

• What is the story you tell yourself about your leadership?
• Where in your life or work have you left a “hidden mark” like the bull’s head?
• How do you want your story to be remembered?

Archetypes: The Heartbeat of Powerful Brands

Location: Piazza della Signoria
Story: The Medici and the Power of Public Image
Questions:

• Which leadership archetype do you most identify with?
• How does your leadership style shape your organization’s “public square”?
• What legends or stories circulate about you or your brand?

Postmodern Marketing

Location: Via dei Calzaiuoli
Story: The Street of Commerce and Change
Questions:

• How does your brand story adapt to changing times and new audiences?
• What traditions do you preserve, and which do you reinvent?
• How do you balance authenticity with innovation?

PART II: THE YEARNING FOR PARADISE — DREAMER, DISCOVERER, SAGE

The Dreamer
Location: Boboli Gardens
Story: The Medici’s Renaissance Dreamscape
Questions:

• What is your ultimate vision for your life and work?
• Where do you allow yourself to dream without limits?
• How do you nurture creativity in your team?

The Discoverer
Location: Ponte Vecchio
Story: The Bridge of Goldsmiths and Survival
Questions:

• What have been the “bridges” in your career?
• How do you discover new paths when old ones are destroyed?
• What treasures have you found in unexpected places?

The Sage
Location: Biblioteca Nazionale Centrale
Story: The Library as a Temple of Wisdom
Questions:

• Where do you seek wisdom and guidance?
• Who are your mentors, and what have you learned from them?
• How do you balance knowledge with action?

PART III: LEAVING A THUMBPRINT ON THE WORLD — WARRIOR, REBEL, MAGICIAN

The Warrior
Location: Palazzo Vecchio
Story: The Murder of Baldaccio d’Anghiari
Questions:

• Where have you had to fight for your values?
• What battles have defined your leadership story?
• How do you handle betrayal or setbacks?

The Rebel
Location: Bargello Museum
Story: The Curse of the Bargello
Questions:

• When have you challenged the status quo?
• What rules have you broken to create positive change?
• How do you balance risk and responsibility?

The Magician
Location: Santa Maria Maggiore
Story: The Stone Head in the Wall
Questions:

• How do you transform challenges into opportunities?
• What “magic” do you bring to your team or clients?
• When have your words or actions had unintended consequences?

PART IV: NO MAN IS AN ISLAND — INDEPENDENT, LOVER, PLAYER

The Independent
Location: Church of Ognissanti
Story: Botticelli’s Artistic Independence
Questions:

• When have you chosen your own path?
• How do you foster independence in your team?
• What is your unique contribution?

The Lover
Location: Palazzo Pitti
Story: The Ghost of Bianca Cappello
Questions:

• What are you most passionate about in your work?
• How do you build and nurture relationships?
• Where does love or passion show up in your leadership journey?

The Player
Location: Piazza Santo Spirito
Story: The Bohemian Quarter
Questions:

• How do you bring play and joy into your leadership?
• When have you taken risks for the sake of fun or experimentation?
• How do you encourage a playful spirit in your organization?

PART V: PROVIDING STRUCTURE TO THE WORLD — CAREGIVER, CREATOR, LEADER

The Caregiver
Location: Ospedale degli Innocenti
Story: The First Orphanage in Europe
Questions:

• How do you care for your team, clients, or community?
• What structures have you put in place to support others?
• How do you balance empathy and effectiveness?

The Creator
Location: Accademia Gallery
Story: Michelangelo’s David
Questions:

• What have you created that you are most proud of?
• How do you inspire creativity in others?
• What is your “David”—your masterpiece?

The Leader
Location: Santa Croce Cloisters
Story: The Gathering of Leaders
Questions:

• What is your leadership philosophy?
• How do you gather and inspire others?
• What “cloister” do you create for reflection and growth?

PART VI: FINDING TRUE NORTH — POSITIONING YOUR ARCHETYPAL BRAND

Location: Piazzale Michelangelo
Story: The Panoramic View of Florence
Questions:

• What is the “view” you want others to have of your brand?
• How do you position yourself in your field?
• What makes your story authentic and unique?

PART VII: DEEPER WATERS — LEGACY AND ETHICS OF STORYTELLING

Location: San Miniato al Monte
Story: The Eternal City on the Hill
Questions:

• What will endure after you are gone?
• How do you ensure your story continues to inspire others?
• What is your “city on the hill”—your highest aspiration?

Timeline

Time	Activity & Chapter	Location
Day 1
09:00–10:00	Welcome, Introduction: The System of Meaning	Piazza del Duomo
10:15–11:30	Archetypes: The Heartbeat of Powerful Brands	Piazza della Signoria
11:45–12:30	Postmodern Marketing	Via dei Calzaiuoli
12:30–13:30	Lunch & Rituals	Mercato Nuovo
13:45–15:00	The Dreamer	Boboli Gardens
15:15–16:15	The Discoverer	Ponte Vecchio
16:30–17:30	The Sage	Biblioteca Nazionale Centrale
18:00–20:00	Dinner & Reflection: Legacy	Piazza Santa Croce
Day 2
09:00–10:00	The Warrior	Palazzo Vecchio
10:15–11:00	The Rebel	Bargello Museum
11:15–12:00	The Magician	Santa Maria Maggiore
12:15–13:30	Lunch & Renewal	Piazza della Repubblica
13:45–14:30	The Independent	Church of Ognissanti
14:45–15:30	The Lover	Palazzo Pitti
15:45–16:30	The Player	Piazza Santo Spirito
16:45–17:30	The Caregiver	Ospedale degli Innocenti
17:45–18:30	The Creator	Accademia Gallery
18:45–19:30	The Leader	Santa Croce Cloisters
19:45–20:30	Closing: Positioning, Storytelling, Legacy	Piazzale Michelangelo

Benefits

• Personalized Leadership Insights: Deep self-reflection using proven archetypal frameworks.
• Florentine Inspiration: Unique access to the stories, legends, and masterpieces of Florence.
• Practical Brand Tools: Concrete strategies for defining, communicating, and living your brand story.
• Networking: Connect with other leaders on a similar journey.
• Memorable Experience: A blend of intellectual stimulation, cultural immersion, and personal transformation.

Price

€ 1650 excluding VAT per person
Includes all guided walks, seminar materials, museum entries, two lunches, and closing dinner.
Group size: Max 12 participants.

Join Peter de Kuster for a leadership journey through Florence that will transform the way you see yourself, your story, and your brand.