At 6 months old it was instant. You said the word once and your dog did it, in the kitchen, in the garden, at the kerb. Now you say it and they look at you, then look away.
Work on one cue, not all of them
Pick the single cue that bothers you most this week. Owners who take on 4 at once end up with 4 half-answers and no confidence. This page assumes one cue and 7 days.
Why a solid cue goes quiet at 10 months
Around the onset of adolescence, dogs respond less to the cues of the person who raised them. That responsiveness returns later in the stage. Nothing has been deleted, and this is development rather than a training failure.
There is a plainer reason underneath as well. The cue got cheaper. At 4 months old it paid with food every time, and by 10 months it pays with a word and a pat.
Find out whether the cue still exists
Stand in your kitchen with 10 pieces of food. Say the cue once, in a normal voice, and count to 3.
If you get it, the behaviour is intact and the place you are asking is the problem. If you do not, the behaviour needs rebuilding from the kitchen up.
Now ask in your hallway, then at your open front door, then on the pavement. Write down the first place it fails.
That place is your starting line. Everything harder than it is off the table for the next week.
Put the cue back on, 5 minutes a day
Pay 10 times out of 10 for 7 days, with food, at the easiest place that still works. A cue that pays well is a cue worth answering.
Say the word once. If nothing happens, wait 3 seconds, then make the situation easier rather than saying it again.
Do 8 reps and stop while your dog still wants a ninth. One short session before dinner beats 3 long ones at the weekend.
Add one small piece of difficulty every 2 days: a step further away, a door open, another person in the room.
Reward-based training has been associated with higher reported responsiveness and fewer reported problem behaviours. It is also the approach the veterinary behaviour guidance recommends.
The two habits that keep a cue broken
The first is saying the word 3 times. Every unanswered repeat teaches your dog that it sometimes means nothing. Say it once, then change the situation instead of the volume.
The second is asking only when you need it. A cue that appears at the kerb and nowhere else carries everything you feel at the kerb. Ask for it 20 times a week when nothing is at stake.
Safety note
Apparent regression happens over weeks. A change that arrived over days is different, and so is any new growling, freezing or hiding. Book a veterinary examination first, because sudden behaviour change warrants one and pain often presents as a change in behaviour.
How long this takes
Expect the kitchen to come back in days and the pavement to take weeks. Responsiveness returns later in adolescence, and it returns onto whatever you practised while it was gone.
Tonight's version, in one line: one cue, 8 reps, in the easiest room in the house.