Why It Works
Most cravings are
impulse, not hunger.
impulse, not hunger.
The 10-minute delay gives your prefrontal cortex time to catch up with your impulse brain.
Cravings are driven by dopamine spikes — not actual need. They're designed to feel urgent. The 10-minute rule exploits their natural expiry window. Wait it out, and they lose their power.
⚡ 80% of cravings pass on their own in under 10 minutes. You just have to make it that far.