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Outsmart Your Worst Instincts
The Morning Standard
|January 11, 2026
The 10-10-10 rule turns impulsive moments into considered choices by stretching them across time
A curt email fired off in frustration. A job accepted in panic. A relationship decision made in the heat of emotion. In moments like these, urgency hijacks judgment and clarity becomes collateral damage. Enter the 10-10-10 rule, a deceptively simple decision-making framework finding renewed relevance in an age of endless choice and cognitive overload. The technique asks just three questions:
How will this decision feel in 10 days?
In 10 months?
In 10 years?
Popularised by business strategist Suzy Welch in her 2009 book
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