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Effective feedback, both positive and negative, is very helpful. Feedback is valuable information that will be used to make important decisions. Top performing companies are top performing companies because they consistently search for ways to make their best even better. For top performing companies ‘continuous improvement’ is not just a showy catchphrase. It’s a true focus based on feedback from across the entire organization customers, clients, employees, suppliers, vendors, and stakeholders. Top performing companies are not only good at accepting feedback, they deliberately ask for feedback. And they know that feedback is helpful only when it highlights weaknesses as well as strengths. Effective feedback has benefits for the giver, the receiver, and the wider organization. Here are five reasons why feedback is so important.