We all know we need feedback to grow and improve, but when negative feedback is on its way, we are likely to duck and cover or worse, stand and fight. So why do we avoid the very feedback that we may need to achieve our own aspirations? The simple answer is, negative feedback hurts. The same regions in the brain that light up when we have physical pain also light up when we receive negative feedback. The “pain” primes us for an immediate instinctive fight or flight response. The thoughtful, rational consideration the feedback deserves is nowhere to be found. […]
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