What Is The 90-Second Rule?
the 90-second rule — it's a simple but powerful concept about emotions and the brain, popularized by Dr. Jill Bolte Taylor, a neuroanatomist who wrote My Stroke of Insight.
the 90-second rule — it's a simple but powerful concept about emotions and the brain, popularized by Dr. Jill Bolte Taylor, a neuroanatomist who wrote My Stroke of Insight.
What is the 90-second rule?
It’s the idea that an emotion (like anger, fear, or sadness) only lasts about 90 seconds in your body — if you just allow yourself to feel it without feeding it with more thoughts.
Here’s the science-y breakdown:
An emotional trigger activates your limbic system (especially the amygdala).
Your body reacts: heart rate increases, stress hormones release, physical sensations show up.
From start to finish, that initial physiological reaction lasts about 90 seconds.
If you continue feeling angry or upset beyond that, it’s because your mind is keeping the story going — by ruminating, overanalyzing, or reliving it.
In other words:
The emotion is like a wave — if you don’t resist or chase it, it naturally passes in about 90 seconds.
So what do you do with that?
You pause, breathe, and observe the emotion without attaching a story to it:
“I’m noticing a tightness in my chest.”
“I feel a surge of heat — probably anger.”
“This is just a wave. I can ride it.”
This builds emotional regulation, mindfulness, and gives you choice about how you respond — rather than reacting on autopilot.
Practice Tip:
Next time you feel triggered, try this:
Stop and take a deep breath.
Set a timer (literally!) for 90 seconds.
Just notice the physical sensations without judging or thinking.
See how the intensity shifts.
You might be surprised how much calmer you feel — and how much space you gain to choose your response.
Contact Bee Blissful today if you would benefit from learning other ways to regulate emotions.