Be Your Own Hero

Control your emotions. Control your mindset. Control your health.

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Stand For Your Health

Pep-talk yourself to a happier, healthier you with Project YGT.

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Women's Health Is Suffering

What Is Adversity Doing to Your Health?

Life's challenges—from aging parents and everyday stresses at home and work to menopause and life-altering diagnoses like cancer or MS—are leaving women overwhelmed. And exhausted.

How can you possibly feel good, be good, or make good desicions when you're worried, stressed, and running on fumes?

Joni is changing the course of women's health by creating simple yet powerful tools, so you can control your emotions, mindset, and wellness, no matter what life brings.

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Distanced Self-Talk

What if you could regulate your emotions when adversity strikes?

Joni is harnessing the transformative power of Distanced Self-Talk so you can do just that.

Distanced Self-Talk—using "you" instead of "I" to coach yourself—is a psychological 'trick' that allows you to shift your emotions instantly and effortlessly. It's a readily accessible way to reduce your anxiety that can even lead to your greater overall wellbeing.

But when you're so stressed and tired you can barely see straight, how can you think to give yourself a pep talk? That's where Joni comes in.

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Project YGT (YOU GOT THIS)

Emotion-Shifting Tools for Your Emotional Toolkit

When it's hard enough to make it through the day, the last thing you need is one more thing to remember to do.

That's why Joni is creating clothing and accessories with Distanced Self-Talk sayings designed for you the wearer—not the world staring back at you. The lineup of limited-edition Project YGT pieces reminds you to coach yourself through the day, so you can reap the emotion-regulating rewards of Distanced Self-Talk without having to think about it.

All you have to do is look in the mirror, read the Distanced Self-Talk message you see in the reflection, and give yourself a pep talk. It's as simple as that!

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Distanced Self-Talk: Used by Tennis Champions, Astronauts, Neuroscientists, Breast Cancer Survivors & Mindset Experts

[Looking into his own eyes in the mirror] You can do it. Believe in yourself. Now is the time, forget everything that has happened. New match starts now. Let’s go, champ.

Novak Djokovic to himself in the bathroom during the Wimbledon Finals 2022, after getting routed the first two sets and before coming back to seal the win in five

[Silently to himself after finally finding a functioning oxygen mask] Okay, you're alive. Now, you have to do everything right, or everyone on this spaceship is going to die. No mistakes.

Jerry Linenger, U.S. astronaut, aboard the Mir space station on February 24, 1997, after a fire broke out in an oxygen canister, as recounted in SHIFT by Ethan Kross

[Reflection in his book SHIFT] When I get caught in a negative emotion loop... distanced self-talk is my go-to because of its ease and effectiveness.

Ethan Kross, 2x National Bestselling author, neuroscientist, and award-winning University of Michigan professor and director, Emotion and Self-­Control Laboratory

[Looking into her own eyes in the mirror, under her breath] Come on. Keep going. You got this. You got this. You got this. You got this. Just breathe. You f-ing got this.

Ashley Libby Diaz, founder of Joni Health, former physical therapist, and breast cancer under 40 survivor after going into menopause after surgery no. 11 to remove her left ovary

[Over and over and over to herself] There is no way, Mel, if you've worked this hard that you will not be rewarded. You have to believe this moment is preparing you... keep going.

Mel Robbins, creator and host of the award-winning The Mel Robbins Podcast, one of the most successful podcasts in the world, and a #1 New York Times bestselling author

How To Practice Distanced Self-Talk

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    1. Stand in Front of a Mirror

    Garb on: Take a few deep breaths, and give yourself a good look in the eyes.

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    2. Give Yourself a Pep Talk

    Repeat the Distanced Self-Talk saying reflecting back at you once, twice, three times.

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    3. Feel Your Emotions Morph

    Sense your emotional state and physiology transform, knowing you can return any time.

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Why Project YGT

"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

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The beauty of Distanced Self-Talk—beyond its simplicity and accessibility—is the myriad mind-body benefits you experience within seconds of giving yourself a pep talk:

  • Improved thinking*
  • Enhanced problem solving*
  • Deepened wisdom*
  • Feeling calmer and more optimistic*
  • Reductions in elevated blood pressure during times of stress*

And its effects can build over time, leading to better decision making, decreased reactivity, more influence and agency over your life, and greater overall wellbeing.

* Ethan Kross in SHIFT and Daniel Pink in THE POWER OF REGRET

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Joni Gives

Every month, 5% of Project YGT proceeds are donated to a Joni Gives nonprofit benefiting women's health.

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