Failure. Just the word is enough to make most of us wince.

From childhood spelling tests to quarterly performance reviews, the fear of getting it wrong has been baked into how we show up, grow up, and (far too often) lead. We equate critique with condemnation, feedback with final judgment. And as a result, we end up avoiding the very conversations that could unlock our greatest growth.

But here’s the truth: feedback isn’t failure. When done well, it’s fuel.

At DCH Coaching, I spend a lot of time helping leaders rewire how they think about feedback. Because if your team equates critique with danger, they’ll protect themselves instead of improving themselves. They’ll play it safe. They’ll say less. They’ll hide the very insights that could move your culture forward.

And that silence? It’s expensive.