I always try to liken Feedback to Coaching. Feedback, because done poorly, sometimes feels punitive. Most people are familiar with Coaches, be it little league, swimming, etc. When feedback is couched in the vestments of coaching, I believe it is easier to take, actively discuss, and set positive measurable outcomes. It takes more work, but it gives both parties a clear understanding that we want improvement and 'WE' want to work together to get there.