We often spend so much of our time 'doing' that we have no energy or appetite left for having conversations about how we are 'being', or how we could be doing better. If 'feedback is the breakfast of champions', are we skipping the most important meal of the day? Many, or most, of us do. As a consequence, individuals live with their 'blind spots' unrecognised, teams get stuck in low performance modes, and change initiatives run into the rocks through avoidable 'plan continuation error'. In this podcast I share some thoughts around why we can find giving and hearing feedback difficult, and go on to propose some remedies. The key message is that we should see 'feedforward' as the goal of feedback: we are seeking to identify what would be 'even better if' going forward, not engaging in 'blamestorming' about the past. Breakdowns, constructively managed, are the gateways to breakthroughs. Build 'feedforward' into your operating model, there is nothing to fear and much to gain.