The Phrase That Rebalances the Mental Load, According to a Founder and a Behavioral Scientist
It turns out one phrase really can shift how the mental load gets shared at home — and PureWow brought in Jam co-founder Jessica Koosed Etting and behavioral scientist Dr. Zelana Montminy to explain why.
The piece pairs the lived experience of building Jam with Montminy’s clinical perspective on language and behavior change. Together they unpack the specific wording that makes a partner more likely to step up — not just help, but actually take ownership. The result is one of the most practical, science-backed pieces Jam has been featured in.
Read the full piece on PureWow
Frequently Asked Questions
What does Jam do for families?
Jam is a shared family calendar app that combines schedules, to-do lists, and shopping lists in one place. It gives everyone in the family visibility, so the mental load doesn’t fall on one person.
What is the “one phrase” that helps with mental load?
The phrase, as explored in PureWow with Dr. Zelana Montminy, frames delegation as ownership rather than helping — a subtle shift in language that behavioral science shows leads to real change in who carries the load.
Who is Dr. Zelana Montminy?
Dr. Zelana Montminy is a behavioral scientist and positive psychology expert. She was brought in by PureWow to add clinical context to the language strategy that Jam co-founder Jessica Koosed Etting discovered.
Related reading: The full “one phrase” story (PureWow) · 5 Hacks for Working Parents (Fast Company)