Say It to My Face (Nicely)
Northern Primrose started as just me—a solopreneur, accountable only to my clients. Fast forward five years, and while we still prioritize client feedback, we’ve expanded our approach. Now, we actively encourage our team to both give and receive feedback.
Feedback is essential for growth—whether between colleagues or between leadership and the team. Continuous improvement stems from continuous feedback. When these conversations flow easily, collaboration thrives, and that’s where the magic happens.
Building a Culture of Feedback vs. a Culture of Silence
Creating a feedback-driven culture—especially in a remote workplace—is a challenge. Too often people choose silence, hoping issues will resolve themselves, rather than facing the discomfort of addressing them directly.
But is there anything worse than walking into a meeting with your supervisor only to be blindsided by a laundry list of issues—some from a month ago? No. And the simple solution? Address the issue when it happens.
Feedback: Because ‘Mind Reading’ Wasn’t in the Job Description
We live and breathe by our company values: Integrity, Responsibility, Impact, and Embrace the Adventure. We hire by them. We fire by them. We talk about them often. And we use them as a framework for feedback.
When a team member isn’t acting in alignment with our values, we call it out—simply, plainly, and directly, but never with malice. Most of the time the person on the receiving end responds with, “Thank you for the feedback. I appreciate it.” And that’s it.
Rarely does an issue need to be addressed a second time. When it does, it usually signals a deeper problem—one that suggests the team member may not be the right fit for us. And that’s okay.
To encourage self-reflection we’ve implemented a simple system. Each month we create a new “feedback doc” in ClickUp. Every team member is responsible for logging their own mistakes—big or small. We then analyze these entries, identifying patterns that signal opportunities for additional training. Because even the basics deserve a refresher from time to time.
Feedback: Bridging the Gap Between ‘Hey Boss, Got a Sec?’ and ‘We Need to Talk’
Every meeting—whether a one-on-one or a performance review—includes the prompt: “Do you have any feedback for me?” This ensures that feedback flows in all directions, creating a safe space for open conversations.
Leaders ask for feedback. Team members ask for feedback. Everyone asks for feedback. And when we receive it, our job isn’t to make excuses. We accept it, act on it, and move forward.
Some of our best ideas have come from new hires—fresh perspectives that drive innovation. That’s why we welcome feedback, no matter who it comes from.
Creating a Safe Space for Feedback (Without Needing a Panic Button)
Feedback isn’t just about highlighting areas for improvement; it’s about building a stronger team where growth is encouraged, and every voice is heard. Trust and respect are the key ingredients that make feedback feel like a tool for progress, not a personal attack.
For feedback to be effective, team members must feel safe speaking up without fear of retribution. And when they do, they should be celebrated for it.
That’s why we have a “celebration channel” in Slack, where we highlight wins—including when someone suggests a better way of doing something. (Because we don’t believe in “If it ain’t broke, don’t fix it.”) This reinforces that every opinion is valued and helps leadership address issues before they become major problems.
Feedback is about improvement, not blame. So how do we make it work?
- Feedback must be specific, actionable, and fair
- It should never be personal, vague, or emotional
- When receiving feedback, we listen, take accountability, and follow up to ensure change happens
It’s a simple yet powerful approach that leads to success.
Feedback is Great—But What Are We Supposed to Do With It?
Here’s an example: When a new team member joins us, they go through a week of self-led onboarding—completing courses, setting up workflows, and preparing to jump into client work.
Throughout the process they’re asked to keep notes on anything unclear or clunky. Their feedback then helps us refine the onboarding experience for the next hire.
Because here’s the truth: If you’re not acting on feedback, there’s no point in asking for it.
So stop wasting everyone’s time. Listen. Improve. And grow.
