There’s a reason so many of us end up with clothes that still have tags on them, kitchen gadgets we’ve used once, or subscription services we barely remember signing up for. Spending money is deceptively easy; regretting it is even easier.
But here’s the thing: regret rarely shows up at checkout. It shows up later—when the novelty has worn off, the credit card bill arrives, and you’re left asking yourself, Why did I even buy this?
That’s where the 10-10-10 trick comes in. Simple, smart, and surprisingly effective, it’s one of those rare decision-making tools that actually works in everyday life. It doesn’t require spreadsheets, financial jargon, or complicated formulas. It only asks one thing: perspective.
And in a world that thrives on impulse purchases, perspective is powerful.
So, What Is the 10-10-10 Trick?
The 10-10-10 rule was popularized by author and business journalist Suzy Welch, who introduced it in her 2009 book 10-10-10: A Fast and Powerful Way to Get Unstuck in Love, at Work, and with Your Family. The premise is straightforward: whenever you’re making a decision—big or small—you pause and ask yourself three questions:
- How will I feel about this decision in 10 minutes?
- How will I feel about it in 10 months?
- How will I feel about it in 10 years?
This framework forces you to zoom out from the heat of the moment and consider the ripple effect of your choices.
While Welch originally framed it as a life decision tool (think relationships or career moves), it’s found an unexpected and incredibly practical home in personal finance—particularly around spending. Because here’s the truth: most “bad buys” aren’t about not having enough money. They’re about making decisions in a vacuum, without considering time, trade-offs, or long-term impact.
Why This Works: The Psychology Behind It
On the surface, the 10-10-10 trick looks like common sense. But behavioral psychology explains why it’s so effective.
It combats present bias. Humans are wired to overvalue immediate rewards (that new jacket, the shiny tech gadget) and undervalue long-term outcomes (a padded savings account). This is called present bias, and it’s one of the biggest hurdles to building wealth. The 10-10-10 framework interrupts that bias by forcing us to imagine future scenarios where the immediate reward may not feel as satisfying.
It shifts emotional spending. Impulse purchases are often emotional. Maybe you’re stressed, celebrating, or just bored. By pausing to ask how you’ll feel later, you slow down the emotional rush and bring logic back into the conversation.
It builds intentionality. Personal finance isn’t just math—it’s about alignment. When you weigh your decision across multiple timeframes, you’re more likely to align your spending with your actual values, not fleeting wants.
A 2018 study published in Frontiers in Psychology found that even small mental exercises encouraging future-oriented thinking increased people’s ability to make more rational, less impulsive financial decisions. That’s exactly the space where the 10-10-10 trick shines.
How to Use the 10-10-10 Trick for Your Money
The beauty of this tool is that it works across spending categories, from small indulgences to big financial commitments. Here’s how it plays out in practice:
1. The 10-Minute Window: The Impulse Filter
This is the first gut check. In 10 minutes, are you still going to care about this purchase?
Think about standing in line at a store, holding that “limited edition” water bottle you didn’t plan to buy. Ten minutes later, will it still feel like a must-have—or will it already be fading from your radar?
If the answer is fading fast, that’s your sign. Walk away.
2. The 10-Month Window: The Lifestyle Lens
Ten months from now, will this purchase still be useful, functional, or relevant to your life?
This is where a lot of aspirational purchases fail. A bread maker might seem exciting today, but ten months from now, will it be collecting dust on your counter? Or will it actually be part of your weekly routine?
By stretching the timeline, you see beyond the initial hype and gauge how realistically the purchase fits into your lifestyle.
3. The 10-Year Window: The Values Test
Ten years is long enough to zoom way out. The question becomes: will this purchase still matter, or will I wish I had used that money differently?
Most of us won’t care about a trendy sweater in ten years. But we might care about an extra $500 that could’ve gone toward student loans, retirement savings, or travel experiences.
This step is less about predicting the exact future and more about aligning with long-term values. What feels worth it a decade from now? Chances are, it’s not the impulse buys—it’s the intentional ones.
Real-World Applications That Work
Here’s where the 10-10-10 trick earns its keep: it applies to nearly every financial scenario.
Everyday Spending
Think grocery store extras, Amazon “add to cart” moments, or that latte upgrade. Most of these don’t pass the 10-month or 10-year test, which makes skipping them easier.
Big-Ticket Purchases
Furniture, tech, vacations. Ask yourself: will I still be glad I invested in this in 10 months? In 10 years? A quality sofa may pass; a third TV for the house probably won’t.
Subscriptions and Services
That free trial that “accidentally” rolls into a $30/month charge? If it doesn’t feel worth it in 10 months, it’s unlikely to be worth it in 10 years of compounded fees.
Financial Commitments
Car loans, mortgage terms, or even job offers. These bigger decisions are where the 10-10-10 framework really flexes its power by highlighting trade-offs and long-term outcomes.
The Numbers Side: How 10-10-10 Impacts Your Finances
It’s easy to shrug off small purchases because they don’t feel impactful in isolation. But when you apply the 10-10-10 lens, you see the compounding effect.
For example:
- Say you skip a $50 impulse purchase each month by applying 10-10-10. That’s $600 a year.
- Invested at a 6% average annual return, in 10 years, that’s about $8,200.
That’s not pocket change. That’s the financial difference between a decade of small, unchecked impulses and a decade of intentional choices.
And that’s where the trick becomes more than just a mental exercise—it’s a tangible wealth-building tool.
When 10-10-10 May Not Work
Of course, no framework is perfect. The 10-10-10 trick works best when you have the luxury of a pause. It’s less useful in high-pressure scenarios where you need to act quickly (think flash sales, emergencies, or limited-time opportunities).
It also requires honesty. If you’re determined to justify a purchase, you’ll find a way to make it fit all three windows. The key is practicing self-awareness and resisting the urge to bend the rules in your favor.
And finally, not every decision needs the full 10-10-10 treatment. It’s about discernment. You don’t need to weigh the decade-long implications of buying toothpaste. Save it for moments where you feel torn, tempted, or on the verge of an avoidable financial regret.
Making It Stick: Turning 10-10-10 Into a Habit
Like any tool, the 10-10-10 trick is most powerful when it becomes second nature. Here are a few ways to build it into your daily money habits:
- Pair it with a waiting period. Try a 24-hour or 48-hour hold on purchases over a certain amount. It gives you time to run the 10-10-10 analysis without pressure.
- Use it as a journaling prompt. For bigger financial decisions, write out your 10-10-10 responses. Seeing them on paper makes them harder to ignore.
- Practice with small buys. Start with everyday spending. The more you practice on low-stakes items, the easier it becomes to apply on bigger purchases.
- Anchor it to your values. If one of your values is financial freedom, let that guide your 10-year filter. If it’s travel, measure your purchases against that lens.
Over time, this simple trick reshapes how you think about spending altogether—less about “Can I afford this right now?” and more about “Does this serve me across time?”
The Real Power of 10-10-10
Here’s the secret no one tells you: good money management isn’t about being perfect or denying yourself everything fun. It’s about choosing intentionally, again and again, in ways that add up.
The 10-10-10 trick doesn’t scold you for wanting something. It simply asks you to pause, breathe, and check if the purchase holds up across time. Sometimes it will—and you’ll spend with confidence. Sometimes it won’t—and you’ll save yourself from regret.
Either way, you win.
Because the best buys aren’t the ones that thrill you at checkout. They’re the ones that still feel right weeks, months, and even years down the road. And with 10-10-10 in your back pocket, that’s exactly the kind of financial life you can build: smart, stylish, and regret-free.
