When I teach a course on how to give and receive feedback, I always start by asking people to share the first thing that pops into their head when they hear the word “feedback.” While some say they feel curious or intrigued, most have some variation of hesitation, worry or even dread.

And if you’re in the latter camp, you’re in good company. Most of the time, feedback fails, even with the best of intentions. And here’s why: