ABOUT
THE Founder & the COLLECTIVE
I know exactly how heavy that mask feels. Because I wore it for years.
To the outside world, I was the definition of success. I was a Corporate Executive managing high-stakes responsibilities. I was the "strong friend" everyone relied on. I was the go-to person who never dropped a ball, never missed a deadline, and never let you see me sweat.
I had the title, the salary, and the life I was supposed to want.
But behind closed doors, I was trapped in a cycle of extreme anxiety. The drive home wasn't a commute; it was my only time to cry before pulling it together for my family. I was battling insomnia, unexplained weight gain, and a profound sense of exhaustion. Even when I was physically home, I wasn't really there—I was too mentally depleted to be present for the people I loved.
The Moment the Facade Cracked | I remember the week the performance finally stopped working. I was cracking under the pressure, trying desperately to keep the mask in place. My husband took me aside, looked me in the eye, and delivered the radical honesty I needed to hear.
He said, "I know you are trying to put on a brave face and hold it all together, but I know you are falling apart."
He told me I needed to get help. That moment shattered my denial. I realized I couldn't "self-care" my way out of a crisis of identity. I didn't need a vacation; I needed a new operating system.
Why I Created The Worthy Woman Protocol | I spent the next chapter of my life deconstructing why high-achieving women like us feel like imposters in our own lives. I realized that our problem wasn't a lack of capability. The problem was that our self-worth had become transactional...we only felt worthy when we were saving, fixing, or achieving.
I built The Worthy Woman Protocol to be the solution I couldn't find. It is the blueprint for moving from the "Functional Facade" to true, unshakeable resilience.
I created this for the woman who is tired of holding it all together. I created this so you don't have to crash to finally start living.
Joana | Founder