Feedback is a powerful tool for high achievers, not just to address issues, but to drive continuous improvement and growth. In high-performance environments, feedback serves as a catalyst to sharpen skills, enhance outcomes, and achieve greater results. The BUILD framework offers an action-oriented approach, ensuring feedback focuses on development, understanding, and impact while fostering a culture of trust and collaboration.
Each letter in BUILD represents a key component for delivering feedback in a way that inspires and accelerates growth:
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B: Behavior – Describe observable actions based on facts, not assumptions.
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U: Understand – Step into their shoes to understand their context and challenges.
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I: Impact – Highlight the impact of their behavior on others, the team, or the outcomes.
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L: Listen – Actively listen to their perspective and create a dialogue.
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D: Do Differently – Facilitate a discussion about how they can improve and take action.
Before using BUILD, always check if the person is open to receiving feedback. Creating a safe environment for growth is essential, and it takes courage to provide honest feedback as a true leader.
One of the most challenging aspects of feedback is separating facts from judgments. Facts are observable actions—something you can see, hear, or measure. Judgments are subjective interpretations influenced by bias or assumptions. High performers respond much better to clear, factual feedback rather than opinions or vague generalizations.
Facts vs. Judgments: Breaking It Down
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Fact: "You arrived 10 minutes late to the last three meetings."
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Why it’s a fact: It's based on observable actions (arrival time) that can be verified.
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Judgment: "You don’t care about being on time."
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Why it’s a judgment: This assumes the person’s intent without knowing the cause behind their behavior.
Why Focusing on Facts Matters
High performers value clear, data-driven feedback because it provides clarity on what to improve. When feedback is based on judgments, it can feel like an attack on character, leading to defensiveness or disengagement.
Practical Examples
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Project Setting:
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Judgment: "You’re always unorganized."
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Fact: "In the last three project updates, you didn’t have your materials ready."
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Client Interaction:
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Judgment: "You’re not good with clients."
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Fact: "During the last two client calls, you didn’t follow up on their questions."
To truly support high performers, it’s essential to understand their context and challenges. Feedback isn’t just about pointing out what's wrong—it's about cultivating continuous learning and growth. By understanding external pressures or obstacles, you show empathy, making feedback feel collaborative rather than critical.
Key Elements for Better Understanding
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Empathy and Support: Show you understand external factors.
Example: "I know this isn’t typical for you."
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Open-Ended Questions: Invite them to share their perspective.
Example: "Can you help me understand if something is affecting this?"
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Avoid Assumptions: Don’t jump to conclusions about why behaviors have changed.
Example: "Is there something affecting your contributions?"
Practical Examples
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Workload Challenges:
Feedback: "I’ve noticed you’ve provided fewer updates during team meetings recently. Is something impacting your ability to stay on track?"
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Meeting Contributions:
Feedback: "You’ve been quieter during brainstorming sessions lately. Is there something affecting your ability to contribute?"
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Deadline Consistency:
Feedback: "Your deliverables have been coming in close to the deadline, which isn’t typical for you. Is something affecting your ability to submit earlier?"
High performers are results-driven, so it’s crucial to explain how their behavior affects the team, project, or organization. When they understand the broader impact, they are more likely to adjust their actions and improve.
Key Elements for Describing Impact
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Link Behavior to Team Dynamics: Explain how their actions influence team performance and morale.
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Connect to Organizational Goals: Show how their work supports larger objectives.
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Quantify Consequences: Use data to illustrate the tangible effects.
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Show the Ripple Effect: Demonstrate how small actions have broader implications.
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Tie to Personal Growth: Explain how changes can benefit their development.
Practical Examples
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Missed Deadlines:
Feedback: "When reports are late, it delays the entire project and adds pressure to the team to meet the final deadline."
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Communication Breakdown:
Feedback: "When you don’t contribute to meetings, we miss out on your insights, which can affect the quality of decision-making."
High achievers value collaboration, and actively listening to their perspective gives them a sense of ownership in the feedback process. Listening helps uncover additional insights and ensures that solutions are co-created rather than imposed.
Key Points for Effective Listening
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Create Space for Dialogue: Ask open-ended questions to hear their thoughts.
Example: "I’d love to hear your perspective."
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Avoid Interrupting: Let them express themselves fully.
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Clarify and Reflect: Paraphrase to ensure you understand their point of view.
Example: "So you’re saying the recent workload has impacted your deadlines?"
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Engage in Solution-Focused Dialogue: After listening, co-create a plan for improvement.
Example: "How do you think we can adjust things to help you contribute more effectively?"
Practical Example
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Active Listening:
Feedback: "I’ve shared my thoughts, but I’d really like to hear your perspective. Is there something we can adjust to help you meet deadlines?"
Conclude feedback by focusing on actionable steps and future development. Instead of dwelling on past mistakes, shift the conversation toward growth. Ask them what they can do differently and, where needed, offer guidance or suggestions.
Practical Examples
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Project Delays:
Feedback: "Your project timelines have been slipping. What can we adjust to help you meet deadlines more consistently?"
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Punctuality:
Feedback: "Would scheduling meetings later help you arrive on time, or is there another adjustment we can make?"