10/10/10 Framework
The 10/10/10 framework helps you gain perspective on decisions by asking how you will feel about them in 10 minutes, 10 months, and 10 years. It downplays short-term emotions to focus on long-term values.
THE IDEA
1. The Car Salesman Story
In 2000, journalist Chandler Phillips went undercover as a car salesman to expose the industry's sleazy tactics. He found that salesmen aimed to get customers to stop thinking and start feeling – e.g., by making them sit in a car they liked, insisting on a test drive, and creating false urgency. The goal was to push for a deal that day while emotions were still fresh.
2. Andrew Hallam's Strategy
Andrew Hallam, a frugal teacher and author of Millionaire Teacher, avoided high-pressure sales by deciding exactly what he wanted (a Japanese used car with stick shift, original paint, <80,000 miles, under $3,000) and only negotiating over the phone. He refused to visit dealerships, thus adding literal distance before deciding. He eventually bought a Toyota Tercel for $3,000.
3. The 10/10/10 Framework
Invented by Suzy Welch (author of 10/10/10), this tool forces you to consider a decision on three time frames:
- 10 minutes from now: How will you feel?
- 10 months from now: How will you feel?
- 10 years from now: How will you feel?
The exercise gives future feelings attention alongside immediate fear or excitement. It helps compare time horizons without requiring you to disregard the present.
Example: Annie and Karl
Annie, 36, was dating Karl, 45. She wanted to say "I love you" first but was nervous about his reaction. Using 10/10/10:
- 10 minutes: Nervous but proud.
- 10 months: No regret.
- 10 years: Won't matter – either they're together or she's with someone else.
She said it first, and though Karl didn't immediately reciprocate, she felt good about the risk.
4. Application at Work
- Avoiding a difficult conversation? Use 10/10/10 to compare the immediate anxiety with the possible longer-term consequences of speaking or staying silent.
- Chasing a hotshot candidate? Excitement now may lead to regret later if pay inequity causes problems.
5. Caveat
Short-term emotion isn't always the enemy (e.g., outrage at injustice). 10/10/10 asks you to include the longer-term perspective.
When to use it
Deciding whether to confront a colleague about a problem.
Evaluating a job offer that requires relocation.
Choosing between a high-paying job with long hours and a lower-paying job with better work-life balance.
Deciding whether to invest in a risky but potentially rewarding venture.
FROM THEORY TO EVERYDAY LIFE
In practice
Annie's Relationship Decision
Annie used 10/10/10 to decide whether to be the first to say "I love you" to her partner Karl. She realized that 10 minutes after, she'd be nervous but proud; 10 months later, she'd have no regret; and after 10 years, it wouldn't matter regardless of the outcome. She said it first and felt good about taking the risk.
Andrew Hallam's Car Buying
Hallam, a frugal teacher, wanted to avoid emotional car buying. He decided exact criteria (Japanese, stick shift, original paint, under 80k miles, under $3,000) and only negotiated over the phone, refusing to visit dealerships. This literal distance helped him avoid high-pressure tactics and buy a Toyota Tercel for $3,000.
Car Salesman Manipulation
Undercover journalist Chandler Phillips observed how salesmen used techniques like raising excitement, creating false urgency, and having a 'good guy' manager negotiate to push customers to buy emotionally, on the same day.
A MOMENT TO REFLECT
Put it to work.
Think of a difficult decision you're facing. How would you feel about it in 10 minutes? 10 months? 10 years?
How can you use 10/10/10 to avoid being swayed by short-term emotions in a business negotiation?
Consider a past decision you regret. Would applying 10/10/10 have changed your choice?
References
- Confessions of a Car Salesman — Chandler Phillips (2000)
- Millionaire Teacher — Andrew Hallam
- 10/10/10 — Suzy Welch
CONTINUE THE CONVERSATION
Source texts
- Decisive How to Make Better Choices in Life and Work (Chip Heath)