Silence filled the air, the tension started to thicken. I was tempted to fill the gap with my own words, my own thoughts. The rule of awkward silence states: When faced with a challenging question, instead of answering, you pause and think deeply–for 5, 10, or even 15 seconds or more–about how you want to answer. In that meeting, if I had given into temptation and started speaking, I would likely have done one or more of the following: Swayed the direction of the discussion, Stifled critical thinking, Prevented shy or reticent individuals from sharing their thoughts. Over time, I realized this was exactly what I was doing when I spoke up, filling those “awkward silences” with my own voice, instead of allowing others to find theirs. At Amazon, Jeff Bezos takes up to 30 minutes at the beginning of meetings to have his team read printed memos in complete quiet. Author Jared Curhan, faculty director of Massachusetts Institute of Technology’s Behavioral Research Lab, found that silences of between 3.5 and 9.5 seconds greatly increased the potential for a breakthrough in negotiation. Make sure that everyone knows extended periods of quiet are not only OK, they’re valued–because they will contribute to getting the best out of everyone.