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Watch JoAnn talk Assertiveness on The Female Lead 

Program Details


 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.


3-week program with a blend of on-demand video lessons, group virtual meetings and coaching support from JoAnn.  

Join a Cohort of women around the world intent on breaking free of the habit of minimizing themselves with their word choices in about 30 mins/day.


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. 1on1 coaching support from JoAnn

  4. Access your program when it suits you best.

Program Dates in 2022:

Cohort 5: May - SOLD OUT

Cohort 6:  Oct 14-Nov 4, 2022


When you join a cohort of women on CULTIVATE you'll increase your comfort and ability to express yourself more confidently in our dedicated private online space.


You'll workshop the concepts over Zoom to help bring your learning into your real life challenges. There are also numerous personal touch points along the way to help you stay on track.


Cohorts are limited to 22 participants to maximize your connection, attention and support from JoAnn.


Should you wish additional 1on1 time with JoAnn within 6 months of taking the program, upgrade to the Plus program which includes a 90-minute 1on1 Zoom session. 


By the end of the 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.

Program Schedule

  1. Before We Begin - How to Break Habits 

  2. ZOOM Intro Session 

  3. Considering Covid's Impact and Raising Your Awareness  

  4. Your Personal Brand - How Do You Want Us to See You?

  5. Replacing Your Words and Practicing Everyday  

  6. ZOOM Mid-Way Session

  7. Dealing with Negative Self Talk and the Imposter Syndrome 

  8. Aligning Confident Words with Confident Virtual Presence  

  9. Making it Stick

  10. ZOOM Closing Session 


"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