The Communication Shift Every Leader Needs to Make

Hey Spark Family, 

If there’s one thing I’ve learned about leadership, it’s this: how you communicate can make or break your impact. 

Just yesterday, a smoke-coming-out-of-his-ears client asked me, “Jackie, what am I doing wrong?! Whenever I try to give some of my team members feedback, they seem to shut down or get defensive. It feels like a setback when I’m just trying to help!” I had to smile because this is something I hear a lot—but here’s the secret: it’s not about feedback. It’s about feed-forward.

On my team, we’ve shifted to using feed-forward (coined by my amazing mentor, Marshall Goldsmith). Instead of looking backward at what went wrong, it’s about focusing on how to move forward. It’s a subtle but powerful shift that can turn potentially uncomfortable conversations into real opportunities for growth and collaboration.

Why Communication is Your Superpower

In today’s hybrid world, how we communicate is more important than ever. Communication isn’t just about getting information across—it’s about creating real connection. Your words, your tone, your intent, and your actions shape your team’s culture, whether you’re in person or over Teams. The way you communicate has the power to build trust, drive engagement, and boost performance—or, if you’re not intentional, it can do the opposite.

Here’s the thing: communication isn’t just about what you say. It’s about making sure your team feels seen, heard, and valued—even when the message is tough. And that’s where feed-forward can make all the difference.

The Power of Feed-Forward: Look Ahead, Not Back

Traditional feedback focuses on what went wrong, often leaving people feeling criticized or deflated. Feed-forward, on the other hand, shifts the focus to what’s next. It’s about looking ahead with purpose and opportunity, not back with judgment.

When you make this shift, you’ll see walls come down. People relax, and they’re usually grateful for the honesty and coaching. Here’s how to incorporate feed-forward into your leadership style:

• Make It Timely and Ongoing: Don’t save it for formal reviews – that feels like getting a bad report card. The most powerful feed-forward moments happen in real time, when insights are fresh and can be acted on quickly.
• Highlight Possibilities, Not Problems: Instead of, “Here’s what went wrong,” shift to, “Here’s how we can approach this next time.” It keeps the conversation forward-focused and solution-oriented.
• Share the “Why” and the “How”: Feed-forward isn’t just about what to do next—it’s about why it matters and how to approach it differently. Giving context makes all the difference and leads to meaningful growth.
• Focus on Behaviors, Not People: It’s not about labeling someone; it’s about discussing specific actions that can improve. Keep it objective and supportive—no one should feel they’re walking out of a performance critique.

With feed-forward, you’ll build a culture where your team feels empowered to grow, knowing the goal is always improvement, not criticism.

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