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The 10-10-10 Rule
Ask "how will I feel about this in 10 minutes, 10 months, 10 years?" — and escape the trap of the moment.
Goal
Break short-term emotion's grip on key decisions by examining their outcomes across three time horizons.
Steps
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1
State the decision as a "do/don't" sentence ("send this angry email now", "accept this contract").
Expected Outcome
Immediate
You escape impulsive decisions that would cost you later (angry emails, impulse buys, emotional resignations).
Evidence base
School: Decision Science / Behavioral Economics
Founders: Suzy Welch (2009)
Coined by Suzy Welch in her book 10-10-10 (2009). Based on Daniel Gilbert's affective forecasting research showing that imagining the future self reduces decision impulsivity.
Keywords
Frequently asked questions
How long does "The 10-10-10 Rule" take?
This exercise takes about 10 minutes, practiced solo in a Written reflection format.
When will I notice the effect of "The 10-10-10 Rule"?
You escape impulsive decisions that would cost you later (angry emails, impulse buys, emotional resignations). In the short term: After 7-10 hard decisions with this tool, regret rate drops 50% — you produce decisions that hold up over time.
Is "The 10-10-10 Rule" evidence-based?
Yes — it draws on Decision Science / Behavioral Economics (Suzy Welch (2009)). Coined by Suzy Welch in her book 10-10-10 (2009). Based on Daniel Gilbert's affective forecasting research showing that imagining the future self reduces decision impulsivity.
Is "The 10-10-10 Rule" suitable for beginners?
Its difficulty level is: Beginner. No external tools required — it can be practiced directly inside the app.
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