I started the 3 sets of 10 reps with the same weight about 2 years ago and havent looked back since. I met a huge guy (6'2.5" @ 280lbs) in the gym and that is what he preached. I actually spotted him one day, the first i had ever seen him. I touched the bar on his 17th rep of 315. Needless to say we trained together for the next 6-8 months. At the time, i could get 315 for a single set of 10. So, whatever you can handle for 10 is where i would start. Our goal was to get 50 reps with 315 in 5 sets. I never got it while we trained together, but now i can get it in fewer sets. However, at the start i was getting like a set of 10, 8, 6. To say the least i learned a lot from him.