How to Give Feedback Effectively – Practical Tips for Founders

To create a collaborative and trusting environment among co-founders, it is crucial to accept feedback openly. This oversight can lead to team misalignment, decreased productivity, and even talent loss.

Let’s explore the details of feedback delivery, including how to give feedback effectively, while exploring advanced techniques and psychological frameworks that can transform your leadership approach.

The Feedback Paradox

Recent studies have unveiled a paradox in feedback dynamics: while 44% of managers find delivering negative feedback stressful, employees overwhelmingly prefer constructive criticism to radio silence. This disconnect highlights a critical gap in many startups’ communication strategies.

The root of this paradox lies in the human tendency to avoid conflict, a trait that can be particularly pronounced in fast-paced startup environments where team cohesion is paramount. However, by avoiding these important conversations, founders unintentionally create a feedback overload that compounds over time, making future interventions increasingly difficult.

Fostering an environment of transparency and trust is essential for delivering candid feedback, which enhances the quality and impact of the feedback process in both personal and professional settings.

The Neuroscience of Feedback

To truly master feedback delivery, it’s essential to understand the neurological processes at play. When receiving feedback, particularly criticism, the brain’s amygdala—responsible for processing emotions—can trigger a fight-or-flight response. This physiological reaction can impair cognitive function, making it challenging for the recipient to process the information constructively.

Delivering critical feedback in a timely and effective manner is crucial to prevent miscommunications and promote better understanding within teams.

As a founder, your goal is to navigate this neurological minefield by framing your feedback in a way that engages the prefrontal cortex—the brain’s center for rational thought and decision-making. This approach allows for more objective processing of the information and increases the likelihood of positive behavior change.

Feedback Typology: Beyond Positive and Negative

While the traditional division of positive and negative feedback is widely recognized, a more complex understanding is essential for startup leaders. Let’s break down feedback into three distinct categories:

• • Reinforcing Feedback: This goes beyond simple praise. It’s about identifying and amplifying behaviors that drive success.

For example, instead of a generic “good job,” you might say, “Your approach to identifying potential roadblocks in our latest feature rollout significantly contributed to its smooth launch. This kind of forward-thinking is exactly what we need to stay ahead.”

• • Redirecting Feedback: This type of feedback aims to course-correct behaviors or actions that are misaligned with company goals or values. It’s not about pointing out failures but rather guiding towards more effective strategies.

For instance: “I’ve noticed that in our last three sprint planning sessions, we’ve consistently overestimated our velocity. Let’s analyze our estimation process and identify areas where we can improve our accuracy to ensure we’re setting realistic expectations for our stakeholders.”

• • Developmental Feedback: This forward-looking feedback focuses on unlocking potential and fostering growth. It’s about identifying opportunities for skill enhancement or responsibility expansion.

For example: “Your technical skills are top-notch, and I believe you have the potential to take on a more strategic role. I’d like to work with you on developing your product strategy skills over the next quarter, with the aim of having you lead our next feature conceptualization.”

Structured feedback approaches like 360-feedback can provide better feedback by offering comprehensive insights and aligning behavior with intention.

Understanding and effectively utilizing these feedback types allows for more targeted and impactful communication.

How to Give Feedback

Identify the Purpose

Before giving feedback, clarify your objectives. Ask yourself what you hope to achieve with this feedback. Are you aiming to correct a behavior, improve performance, or acknowledge achievements?

Setting clear goals for the session ensures that your feedback is focused, relevant, and effective.

Choose the Right Time and Place

The setting for delivering feedback significantly affects how well it’s received. Choose a private, comfortable, and neutral environment where the recipient can focus on the conversation without distractions. Scheduling is also key—pick a time that allows for a meaningful discussion without being rushed.

Gather Examples and Evidence

Collect specific instances that illustrate the behavior or performance you are addressing. Use data and evidence to support your points, which can include performance metrics, project outcomes, or customer feedback.

Advanced Feedback Frameworks

While basic feedback models like the “sandwich method“ have their place, startup environments often require more sophisticated approaches. An executive coach can play a crucial role in facilitating 360-feedback processes, providing valuable insights by gathering input from various stakeholders and promoting a leader’s personal and professional development. Here is an advanced framework that can elevate your feedback game:

The SBIN Model

An evolution of the classic SBI (Situation-Behavior-Impact) model, SBIN adds a crucial element: Next Steps.

• • Situation: Clearly define the context.
  • Behavior: Describe the specific actions observed.
  • Impact: Explain the consequences of the behavior.
  • Next Steps: Collaboratively determine actionable steps for improvement or reinforcement.

Example: 

“During yesterday’s investor pitch (Situation), you presented our financial projections without addressing the underlying assumptions (Behavior). This led to several follow-up questions that we were unprepared for, potentially weakening our position (Impact). Let’s work together to create a comprehensive appendix of our financial assumptions for future pitches (Next Steps).”

How to Quantify Feedback: Metrics and KPIs

Integrating quantitative elements into your feedback can significantly enhance its impact. Here’s how:

1. 1. Establish Baseline Metrics: Before delivering feedback, ensure you have concrete data points. For example, if discussing sales performance, have specific numbers on conversion rates, average deal size, and sales cycle length.
   2. Set Quantifiable Goals: When discussing areas for improvement, set clear, measurable objectives. Instead of saying “improve customer satisfaction,” say “increase our Net Promoter Score from 7 to 8.5 within the next quarter.”
   3. Use Comparative Data: Clarify feedback by comparing performance to team averages, industry benchmarks, or historical data. This provides a clear frame of reference for the feedback recipient.
   4. Implement Tracking Systems: Utilize project management tools or OKR (Objectives and Key Results) software to track progress on feedback-related goals. This allows for ongoing monitoring and adjustment.

Recognizing personal strengths and areas for growth through self-awareness is crucial in setting and achieving these quantifiable goals.

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How to Ensure Continuous Improvement

Effective feedback isn’t a one-time event but a continuous process. Implementing a robust feedback loop in your startup can drive ongoing improvement and alignment. Positive feedback is crucial in creating a supportive work environment, helping employees feel valued and fostering a culture of engagement and willingness to improve. Here’s how to structure it:

1. 1. Regular Check-ins: Schedule weekly or bi-weekly one-on-ones with team members. These shouldn’t just be status updates but opportunities for bilateral feedback.
   2. 360-Degree Feedback: Implement quarterly or bi-annual 360-degree feedback sessions. This provides a comprehensive view of each team member’s performance and areas for improvement.
   3. Anonymous Feedback Channels: Use tools like TinyPulse or CultureAmp to gather anonymous feedback. This can uncover issues that might not surface in face-to-face interactions.
   4. Post-Project Retrospectives: After each major project or milestone, conduct a team retrospective. Use techniques like the “5 Whys“ to dig deep into successes and failures.

Feedback on Feedback: Regularly ask for meta-feedback on your feedback delivery. This helps you refine your approach and ensures your team feels heard.

Navigating Difficult Feedback Scenarios

Even with a solid framework, certain feedback situations can be particularly challenging. Delivering tough feedback in a compassionate manner is crucial, as it ensures that the feedback is constructive and considers the recipient’s perspective. Here’s how to handle some common scenarios:

Addressing Underperformance in a Key Player

When a crucial team member is underperforming, the stakes are high. Here’s a structured approach:

1. 1. Gather Comprehensive Data: Collect concrete examples and metrics that illustrate the performance gap.
   2. Conduct a Root Cause Analysis: Use the “5 Whys” technique to dig deeper into the underlying reasons for the underperformance.
   3. Collaborative Problem-Solving: Engage the team member in finding solutions. This could involve creating a performance improvement plan or reassessing their role.
   4. Set Clear Milestones: Establish specific, time-bound goals for improvement.
   5. Provide Resources: Offer additional training, mentorship, or tools as needed.
   6. Regular Check-ins: Schedule frequent follow-ups to monitor progress and provide ongoing support.

It is essential to deliver honest feedback in a compassionate manner to maintain a healthy working relationship and avoid unnecessary conflict.

Example Approach:

“I’ve noticed that over the past two sprints, your code commit rate has dropped by 30%, and there’s been a 50% increase in bugs reported. I’m concerned about this and want to understand if there are any underlying issues we need to address. Can we discuss what might be the reason behind these metrics and how we can work on improving them?”

Giving Feedback to a Defensive Team Member

Defensiveness can be a significant barrier to effective feedback. Here’s how to navigate it:

1. Start with Self-reflection: Consider if your feedback style might be contributing to the defensiveness.
2. Use the ECF (Evidence, Consequences, Feelings) Model:

• • • Evidence: Present objective, observable facts.
    • Consequences: Explain the impact of the behavior.
    • Feelings: Share how the behavior affects you or the team.

3. Ask Questions: Encourage self-reflection by asking open-ended questions.

4. Focus on the Future: Emphasize growth and improvement rather than dwelling on past mistakes.

5. Acknowledge Positive Intent: Recognize that most people aren’t intentionally underperforming or causing issues.

It’s also important to remember that not all feedback should be taken as actionable. Some feedback may be influenced by personal biases and may not accurately reflect the situation.

Example Approach:

“I’ve noticed that in our last three team meetings, you’ve interrupted your colleagues’ multiple times (Evidence). This has led to some team members feeling hesitant to share their ideas (Consequences), and I’m concerned it might be impacting our team’s creativity and collaboration (Feelings). I’m curious about your perspective on this. How do you see these interactions playing out?”

Delivering Feedback in a Remote/Distributed Team

With many startups embracing remote or hybrid models, delivering effective feedback in a distributed environment presents unique challenges. Fostering a collaborative environment in remote settings is crucial to enhance communication and feedback:

1. 1. Leverage Video Calls: Use video whenever possible for important feedback conversations to capture non-verbal cues.
   2. Provide Written Summaries: Follow up verbal feedback with written summaries to ensure clarity and provide a reference point.
   3. Use Asynchronous Tools: Implement tools like Lattice or 15Five for ongoing feedback and performance tracking.
   4. Be Mindful of Time Zones: Schedule feedback sessions at times that work for both parties, even if it means adjusting your work hours.
   5. Create Virtual “Water Cooler” Moments: Use platforms like Donut to facilitate informal peer-to-peer feedback opportunities.
   6. Emphasize Cultural Context: Be aware of cultural differences in feedback reception and adjust your approach accordingly.

Example Approach:

“I’d like to schedule a video call to discuss your recent project performance. After our call, I’ll send a written summary of our discussion and any action items we agree on. In preparation, could you reflect on what you think went well and where you see opportunities for improvement?”

Cultivating a Feedback-Rich Culture

Creating a startup culture where feedback is valued and actively sought out is crucial for long-term success. Honest and compassionate feedback is also essential for maintaining harmony and understanding between co-founders, which ultimately contributes to the success of their startup. Here are strategies to foster this environment:

1. 1. Lead by Example: As a founder, actively seek feedback on your own performance and decisions. This demonstrates vulnerability and sets the tone for the entire organization.
   2. Implement a “Feedback Friday” Initiative: Dedicate time each week for team members to exchange feedback. This normalizes the process and makes it a regular part of company operations.
   3. Reward Feedback-Seeking Behavior: Recognize and appreciate team members who actively seek out feedback for improvement.
   4. Train on Feedback Skills: Invest in workshops or training sessions on effective feedback delivery and reception for all team members.
   5. Incorporate Feedback into Your OKRs: Make giving and receiving constructive feedback a measurable objective for all team members.
   6. Create Feedback Channels: Implement multiple avenues for feedback, including anonymous suggestion boxes, regular surveys, and open forum discussions.
   7. Celebrate Improvements: Publicly acknowledge improvements that result from feedback, reinforcing its value.

If you want to read more about creating a startup culture, you can read our blog on the subject here.

Feedback Between Co-Founders

As a startup founder, the relationship and dynamic between co-founders is critically important. Maintaining open and honest communication is essential, and this includes regularly giving each other feedback. 

We recommend that co-founders schedule a dedicated feedback session every two weeks. These sessions should focus on three key areas:

1. 1. What’s Going Well: Start by acknowledging the positives. Highlight areas where you feel your co-founder is excelling – whether it’s their leadership, strategic thinking, operational execution, or any other key contribution. Specific examples and metrics can help support these strengths.
   2. Areas for Improvement: This is where you provide constructive feedback. Be open and transparent about aspects of your co-founder’s performance or behavior that you feel could be improved. Again, use concrete examples to illustrate your points. Focus on things they have control over, rather than external factors.
   3. Collaborative Next Steps: Conclude the session by jointly identifying 1-2 areas for your co-founder to focus on improving. Agree on specific, measurable goals and create an action plan with deadlines. Offer to provide any necessary support, resources or accountability.

The key is to approach these co-founder feedback sessions with empathy, and a shared commitment to the company’s success. Avoid blame or judgment, and instead frame everything through the lens of how you can work together to overcome challenges.

Conclusion: Feedback as a Competitive Advantage

Effective feedback is an important competitive advantage. By mastering the art of feedback, you create a culture of continuous improvement, foster innovation, and build a resilient team capable of navigating the ups and downs of startup life.

The goal isn’t perfection, but progress. Each feedback interaction is an opportunity to learn, grow, and align your team more closely with your startup’s vision and goals. By implementing the strategies outlined in this guide, you’ll be on your way to creating a feedback-rich environment that drives success and sets your startup apart.

Remain open to learning, and don’t hesitate to iterate on your approach. After all, in the spirit of continuous improvement, even your feedback process should be open to feedback.

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