Life often feels like an unrelenting wave of to-dos, distractions, and competing priorities. Amidst this chaos, the question isn’t whether we’re busy – it’s whether we’re busy with what truly matters. Enter the 90/90/1 Rule, a life-altering framework introduced by Robin Sharma, the celebrated author of The 5 AM Club and The Monk Who Sold His Ferrari. This deceptively simple approach has resonated deeply with me and now finds a natural home in my coaching toolset.
Why?
Because at its heart lies the kind of clarity, focus, and discipline we all crave but rarely cultivate.
The rule itself is straightforward: Identify 1 project that has the potential to dramatically change your life. Dedicate 90 minutes daily to this project, free from distractions. Commit to doing this for 90 days straight. That’s it. Yet, behind this simplicity lies the genius of deliberate practice, the science of habit formation, and the magic of consistency.
In a world enamored with multitasking, the 90/90/1 Rule does something revolutionary: it asks us to stop scattering our energy across a thousand fleeting tasks and instead channel it into one audacious goal. Not two, not three – just one. Because the truth is, real progress doesn’t come from trying to do everything; it comes from doing the right thing with unwavering focus.
Let’s talk about “the 1 project.” Think about it: What’s the one goal, if achieved, that would completely transform your life? It could be the novel you’ve always wanted to write, the business idea you’ve been quietly nursing, or the personal growth milestone you’ve been postponing. Whatever it is, it should be bold enough to excite you, big enough to scare you, and meaningful enough to keep you coming back.
Now, once you’ve zeroed in on this project, the next step is deceptively simple yet profoundly challenging: show up for it every day for 90 minutes. Ideally, this should be done first thing in the morning, when your energy is high, your mind is sharp, and the day’s distractions haven’t yet crept in. This time isn’t negotiable – it’s sacred. Treat it like an unbreakable meeting with your future self.
Why 90 minutes?
Because science tells us that our brains are wired for deep focus in chunks of 60 to 90 minutes. Beyond that, our cognitive energy starts to wane. 90 minutes is long enough to immerse yourself in meaningful work but short enough to sustain a consistent daily habit. Over the course of 90 days, these 90-minute sessions add up to a staggering 135 hours of focused effort. Imagine what you could achieve with 135 hours dedicated solely to something that genuinely matters to you.
Of course, the real power of the 90/90/1 Rule isn’t just in its design – it’s in the discipline and focus it demands. Anyone can show up for one day. The hard part, and the transformative part, is showing up consistently for 90 days. Because consistency is the bridge between goals and results. It’s what separates dreamers from achievers.
Now, let’s be honest: sticking with anything for 90 days is no small feat. Life will get in the way. Distractions will tempt you. Motivation will waver. But this is where the rule challenges you to dig deep and hold yourself accountable. No distractions. No interruptions. No excuses. Just you, your goal, and the quiet courage to keep going.
What I love about this framework is how it aligns with broader principles of focus and intentionality that I emphasize in my coaching. It mirrors the philosophies behind concepts like deep work (Cal Newport) and essentialism (Greg McKeown), both of which argue that true success lies not in doing more but in doing less, better. It’s also a direct challenge to the cultural obsession with quick wins and instant gratification. The 90/90/1 Rule doesn’t promise overnight success. What it does promise is meaningful progress – slow, steady, and undeniably real.
For me, adopting this framework isn’t just about helping others achieve their goals; it’s about reinforcing a larger truth: that we have more control over our time, focus, and outcomes than we often give ourselves credit for. It’s a call to stop waiting for the perfect moment and instead create momentum through deliberate action.
If you’re reading this and feeling a flicker of inspiration, let me ask you: What’s your one project? What’s the one goal that, if achieved, would change everything? Take a moment to think about it. Then, make a promise to yourself – a promise that for the next 90 days, you’ll show up for it. 90 minutes a day. No distractions. No interruptions. No excuses.
By the end of those 90 days, you won’t just have made progress on your goal – you’ll have rewired your habits, strengthened your discipline, and proven to yourself what’s possible when you commit fully to something that matters.
The 90/90/1 Rule isn’t magic. It’s not easy. But it holds promise. And in a world full of noise, perhaps its greatest gift is its simplicity – a reminder that big change starts with small, focused steps, repeated daily.
The Marching Orders …
Choose 1 project that has the power to transform your life. Dedicate 90 minutes daily to this project, free from distractions. Commit to doing this for 90 days without fail.
90 minutes. 90 days. 1 life-changing goal.
No Distractions. No Interruptions. No Excuses.
You. Your Dream. Your Audacity. Your Courage.