Good news: cancer deaths ⬇
Bad news: cancer diagnoses ⬆
Quick math: more patients, more survivors, more caregivers—all facing the mental and emotional crush EVERY. SINGLE. DAY.
That’s where Joni comes in—because the hardest battles are often fought and won between your ears.
Cancer doesn't just attack your body—it has a way of hijacking your mind.
Flooding you with fear. Filling your head with endless “what ifs.” Stealing your focus—and your sleep.
But it's also where your fiercest strength can rise.
When you have the tools to steady your emotions and reclaim your agency—plus your Cancer Crusher Crew at your back—you can flip the script and crush cancer your way.
Science proves what patients already know—cancer isn’t just physical.
"Much disease could be prevented and healed if we fully understood the scientific evidence verifying the mind-body unity."
— Gabor Maté, MD in When the Body Says No: Exploring the Stress-Disease Connection
That’s why Joni creates psychology-inspired tools to sharpen your mindset, grow your self-agency, and fire up your self-advocacy—so you can crush cancer on your terms, every day.
Crushing cancer takes more than medicine.
It takes attitude.
It takes grit.
It takes ripped mental muscle.
It all starts with the voice in your head—fighting for you, not against you.
Meet your secret weapon: Distanced Self-Talk. ;)
Your cancer-crushing secret weapon—on full display: mirrored Distanced Self-Talk tees that do ALL the talking.
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The W's You Got This Tee in Flutter PowerThe W's You Got This Tee in Flutter Power- Regular price
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$58.00 - Regular price
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- Sale price
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$58.00
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The W's You Got This Ringer Tee in MBC RibbonThe W's You Got This Ringer Tee in MBC Ribbon- Regular price
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$58.00 - Regular price
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- Sale price
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$58.00
Quick view
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The W's YGT Tee in Still MeThe W's YGT Tee in Still Me- Regular price
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$58.00 - Regular price
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- Sale price
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$58.00
Quick view
Skeptical? Truth bomb coming in 3, 2, 1—even pros use Distanced Self-Talk.
No one is immune to the negative emotion spiral.
Not even the ones who wrote the books.
What matters is what you do when they start to swirl.
"People often ask me what I do when I get caught in a negative emotion loop... eventually I confess that distanced self-talk is my go-to because of its ease and effectiveness."
— Ethan Kross, Psychologist, Professor, Author in Shift: Managing Your Emotions—So They Don't Manage You
Cancer SUCKS—which is why we HAD to create Joni.
“During a CT scan this summer, I had to have a painful IV insertion. They couldn’t find a good vein and hit an artery on the third try. Oh my God, IT HURT SO MUCH. I just kept telling myself: ‘You got this. You got this. You got this.’ That really helped me stay calm, stay strong, and breathe through the pain. On the fourth try, they finally got it in—thank God."
— Joan (Yes, THE Joni!), Stage IV Ovarian Lifer, Original Cancer Crusher & Momma to Our Founder 🩵
Distanced Self-Talk isn’t just theory. It’s how patients, survivors, and caregivers steady themselves in the hardest moments—and all the ones in between. The challenge is remembering to tell yourself YOU GOT THIS when you need it most. Cue the Distanced Self-Talk tees!
Cancer has a way of ruling your mind—so how can you possibly remember ONE. MORE. THING.
Meds. Appointments. Insurance. Results. Eating. Ugh.
That’s why Distanced Self-Talk tees do the remembering for you. With mirrored words that talk back, they remind you to stand in your power and steady your emotions—every time you see your reflection. Because when you’re crushing cancer, you need your mental health in the front row—not the nosebleeds.
The mirror doesn’t lie, but it will talk back—and when it does, it better be cheering for you.
Joni tees flip the script—literally—turning the mirror into your personal hype squad.
Every glance delivers a dose of Distanced Self-Talk, reminding you to say the magic words: YOU GOT THIS. Because when you’re crushing cancer, the strongest pep talk is the one you give yourself. (Bonus points if you shout your name! ;))
Crushing cancer starts with Distanced Self-Talk—your secret weapon reminding you: YOU GOT THIS. But it doesn’t end with pep talks in the mirror.
It takes knowledge. It takes agency. It takes love—and grit.
That’s why Joni doesn’t stop at tees. With education, inspiration, Tonic Self-Agency, and little circles of trust, we’re here to keep you steady, strong, and supported—long after the chemo bell stops ringing.
Together, let's crush cancer.
Every tee. Every truth bomb. Every Self-Agency win—Joni fuels the fight.
We’re on a mission to impact the lives of 250,000 Cancer Crushers and donate $2 million to organizations supporting patients, survivors, and caregivers—all in the next 5 years.
Will you join us?