The Most Powerful 90 Seconds
What do you do after the first 90 seconds of a powerful emotion?
Feelings are much like waves; we can’t stop them from coming, but we can choose which ones to surf. —Jonatan Mårtensson
Feelings can be like ocean waves. In the Master Key System, Charles Haanel describes emotions as powerful forces that rise and fall, much like waves.
He emphasizes the importance of understanding and managing these emotions rather than suppressing them advocating for a process of emotional processing that involves acknowledging, accepting and then letting go of the feeling.
The Power of 90 Seconds

These waves of emotion actually only last for 90 seconds. After that, it’s up to us.
When a person has a reaction to something in their environment, there’s a 90 second chemical process that happens in the body; after that, any remaining emotional response is just the person choosing to stay in that emotional loop.
Some say “they” like the drama…lol ( I’d love to hear below your comments on your examples of these waves of emotions you have had or observed).
One of the most important things to remember is that YOU are in control of every situation you are in. After that initial 90 seconds, it’s your choice how you choose to view and respond to it.
Flipping the Switch to Joy
There’s a technique I like to call “Flipping the Switch to Joy.” It is time to feel empowered, take charge, and assume a leadership position in your own life. How do you start?
First… PAUSE.

Next… reframe and refocus.
The 90-seconds of your body’s chemical response has passed. Now you can take a pause, release the negative emotion you’re feeling, and choose what you would like to focus on.
Choose something that would make you feel better in that moment, an outcome that will lift you up. If you continue to think over and over again about something that is bothering you, how can you expect a new outcome?
Flip your Switch with the Law of Growth
I am sure most of have heard what you think of about the most grows; like when you shift your focus, or “flip the switch,” to thinking about the ideal situation or outcome, an entirely new universe of possibilities opens up for you.
Through the Master Key Experience one learns to be in the present, be consciously aware of how you feel and empower yourself by making the most self-loving choices.
Putting your complete focus on anticipating what you really want, in every segment of your day.
Remember that YOU are in control. Starting today, be aware of your emotions, remember the “90 Second Rule”, and practice “Flipping the Switch to Joy” as often as possible. It sure can be contagious as well!!!
Here are some other tips to Master your Mindset.
If you want to learn more about accessing these tools, OWNING your power, and tapping into to true extent of your human potential, check out the transformational course, starting every fall called the Master Key Experience.
Ready to take the deeper dive to experience the Master Key within…..???? Click HERE to add your name to the list and get notification when we go live.



I love this blog post, Cindy! When we pay attention to our reactions and make them intentional we CAN flip the switch to joy – wonderful!
Flip the Switch, today! ! ! I love it!!!
This has to be one of my favorite subjects mahalo for an excellent take on it!
Thank you for commenting, means a lot !
This blog felt like a spark of clarity. The 90-second rule gave me real insight into how much power we actually have over our emotions. I’ve been riding emotional waves without realizing I could choose which ones to surf. “Flip the Switch to Joy” is now my favorite reset button. It’s fresh, simple, and instantly useful. Thank you!
Re Set! Ready!!! Go!!!!! Do it NOW!
You got this Stephanie….
Being consciously aware of how you feel in any given moment is such a powerful gift to master.
Thanks for pointing this out Cindy, great blog for creating the awareness of the 90 seconds.
Being in the present, the now…thank you for saying Ms. Peaches.
Thank you, Cindy, for great blog sharing about “90 second rule” and “flipping the switch to joy”! It’s great to be able to pay attention to our emotion and to redirect, isn’t it? We forget many times that we do have this power!
I agree, Esther – we can all ‘choose joy’ – YAY!
So, true we all have a choice!!! Yes, I choose Joy!
The Power is within us, isn’t it?!?
Thanks for this clarity Cindy. It is hard to not run away after those 90 seconds with the feeling we have already attached to it. its an excellent reminder that i continue to make a CHOICE to follow that emotion.
Lost in emotion…..Love your authentic Candy.