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Program Details



Most common reasons cited by women who routinely minimize:

  • I'm afraid to be seen as strident or aggressive.

  • It feels polite and friendly.

  • I prefer to avoid conflict, I'm a people-pleaser.

Most common examples of minimizing language usage:

  • Justifying ideas with Just

  • Softening speech to not come off too strongly.

  • Qualifying yourself before expressing your well-thought through ideas.

Most common goals of past participants of CULTIVATE:

  • To stop being afraid of what others think of me if I speak more authentically.

  • To become more aware of the words I use and learn how to make more impactful choices.


Starting April 2023, it will be easier than ever to Cultivate your Assertiveness. Our offerings are expanding to include pure online/on-demand options along with blended options that mix online learning with peer support and coaching from JoAnn.


Start by exploring the Whys & Hows of your minimizing word choices and get clear on the impact. For those ready to break free of the habit, customize your learning by choosing the program that suits you best.

You will be guided through the 3-Step process that will teach you to use words that better represent your worth. Consistently.  


You'll receive:

  1. A process rooted in the science of breaking habits

  2. Worksheets to support your daily practice - about 15 minutes/day

  3. Access your program when it suits you best.


When you choose to CULTIVATE you'll increase your comfort and ability to express yourself more confidently in our dedicated private online space.


Do it on your own for yourself or assemble a group to share the experience, the learning and the support.

Should you wish additional 1on1 time with JoAnn within 6 months of taking the program, upgrade to add 1on1 Zoom coach. 

cultivate o/e info

By the end of the full program, you will understand the drivers of your habit, appreciate the impact your use of passive language has on others and you'll have started to embed stronger verbal habits that are more in line with who you are.


"Build your confidence and brand in 3 weeks. If you think it can't be done, I'm here to tell you it can, you will, and I did. JoAnn outlines a specific curriculum, from identifying your habits and language choices, to taking manageable steps to change your word choices, to ultimately making you an assertive, respected individual and professional."

Monica,  Maryland, USA

"This is a great opportunity to reflect and take a moment to pause and see how it makes you feel."

Mayumi Matayoshi, Ivanhoe, Australia

"Thank you JoAnn, this has been very helpful insightful and well thought-through. I loved the daily reminders to check in on new materials and I feel that this has helped to build a habit of being aware about the way I minimize myself and instead - choose other words and behavior."

Dorina Timbur, Leeds, UK

“This concept is so important and the way the content was structured really brought it all to life for me."

Louise Duncan, Auckland, NZ

“This program was a far greater eye-opener than I expected! It was impactful in many positive ways. The online content, virtual meetings and workbooks were very helpful and brought more awareness to even those slight moments when I use diminishing language. I had many "oh! I say that too!' realizations which surprised me because it had always been ingrained in my communication"

Jeannine Rothblott, Toronto, Canada

"This has been such an influential experience for me; I have more awareness of the language I (and others) are using and I can feel myself shifting a little more every day to language that demonstrates my confidence and capability. I can't recommend it enough!" 

SB Rawz, Southwest Virginia, USA

"I would describe this program as eye-opening, helpful, and overall a wonderful program for those looking to strengthen communication. A life saver to someone like myself!"

Victoria Churchill , Michigan, USA

women talking cultivate

Watch JoAnn talk Assertiveness on The Female Lead 

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