What Is Feedforward and Why Are Leaders Swearing By It?

You’ve probably sat through a feedback conversation that felt heavy, awkward, or stuck in the past.
You nodded politely.
You promised to “work on it”.
And then you carried on as before.

But what if there was a smarter, lighter, and far more empowering way to grow?

That is where feedforward steps in.

What Is Feedforward?

Rather than dissecting what has already happened, feedforward offers practical suggestions for the future.
It shifts the spotlight forward.
It sparks possibility.

Feedforward provides commentary and insight aimed at improvement while behaviour is ongoing or before the next opportunity arises. Instead of asking, “What did I do wrong?”, you ask, “What could I do better next time?”

This powerful concept was popularised by Marshall Goldsmith, one of the world’s leading executive coaches and author of What Got You Here Won’t Get You There. Goldsmith observed something simple but profound.

People hate being judged.
But they love being helped.

Feedforward removes blame. It replaces criticism with constructive possibility. And that subtle shift changes everything.

Why Feedforward Works So Well

Traditional feedback can trigger defensiveness.
It anchors people to past mistakes.
It often drains energy.

Feedforward, on the other hand, is future focused.
It feels lighter.
It empowers action.

Goldsmith explains that we cannot change the past. But we can always influence what happens next. That single truth makes feedforward incredibly liberating. Instead of replaying errors, individuals leverage insights to elevate performance moving forward.

It is not about reliving what went wrong.
It is about designing what goes right.

When leaders adopt feedforward, teams feel supported rather than scrutinised. Conversations become forward thinking. Growth becomes shared.

And performance accelerates.

Feedforward vs Feedback

Let’s break it down simply.

Feedback says:
“Here is what you did.”

Feedforward says:
“Here is what you could try next.”

Feedback analyses.
Feedforward energises.

Feedback often invites defence.
Feedforward invites creativity.

According to Goldsmith, feedforward has several advantages:

• It focuses on solutions, not problems
• It is faster and more efficient
• It expands possibilities rather than narrowing them
• It reduces personal criticism
• It encourages collaboration

And perhaps most importantly, it strengthens relationships.

Because when someone asks you for advice for the future, they are showing trust.

How to Conduct a Powerful Feedforward Conversation

Feedforward is beautifully simple. Yet when done intentionally, it can transform performance and culture.

Here is how to do it well.

1. Describe the Goal

Clarity fuels progress.
Ambiguity stalls it.

Both the provider and recipient must align on a clear developmental goal. Without that anchor, suggestions become vague or unhelpful.

For example:
“I would like to improve my influencing skills in senior meetings.”
“I want to communicate with more confidence.”
“I aim to delegate more effectively.”

A clear target sharpens the conversation. It allows both people to identify specific, actionable suggestions that move directly towards the desired outcome.

Goldsmith often encourages leaders to pick one behaviour to improve. Not ten. Not five. Just one. Focus amplifies results.

2. Ask for Suggestions

This is where the magic happens.

The recipient actively asks:
“What are two suggestions for how I could improve my influencing skills in meetings?”

Notice the difference.
No defence.
No debate.

Just curiosity.

Feedforward invites people to pause, reflect, and intentionally seek input. It builds a habit of proactive learning rather than reactive correction.

The act of asking increases ownership. It signals humility. It accelerates growth.

And it strengthens psychological safety within the team.

3. Listen Carefully

This is not the time to explain yourself.
It is not the time to justify.
It is not the time to critique the advice.

It is time to listen.

Goldsmith’s feedforward process has one critical rule. The receiver is only allowed to say “Thank you.” Nothing more.

Why? Because the goal is not to judge the advice. It is to gather possibilities.

Some suggestions may not fit right now. That is fine. Others might unlock a breakthrough later. Since feedforward is future oriented, unused ideas can be stored for another moment.

Listening without resistance builds trust. And trust fuels progress.

4. Show Gratitude

Gratitude multiplies goodwill.
It strengthens collaboration.
It keeps doors open.

Research consistently shows that expressing appreciation increases the likelihood that someone will help again. Goldsmith highlights this as essential. When people feel valued, they lean in.

A simple “Thank you, I appreciate that” is powerful.

It signals respect.
It signals maturity.
It reinforces a growth mindset.

In leadership, small habits create big cultural shifts.

5. Reverse Roles

Growth is not a one way street.
It is a shared journey.
It thrives on reciprocity.

After receiving feedforward, switch roles. Offer suggestions to your partner on one of their chosen goals.

These conversations create space for reflection. They spark brainstorming. They deepen mutual understanding.

And over time, they fortify the team.

Feedforward becomes not just a tool, but a culture.

Embedding Feedforward Into Your Organisation

If you want to revolutionise performance, do not wait for annual reviews.
Do not rely solely on post project debriefs.
Do not anchor growth in hindsight.

Introduce short, frequent feedforward exchanges.

Encourage leaders to ask for two suggestions regularly.
Build gratitude into team norms.
Celebrate forward thinking.

As Marshall Goldsmith emphasises, behavioural change is hard. But small, consistent actions compound. Feedforward creates those small, repeatable moments of improvement.

It shifts culture from judgement to possibility.

And that shift is transformational.

My Final Thoughts...

Feedforward is not about ignoring the past. It is about refusing to be trapped by it.

When individuals focus on what they can do next, they feel empowered. When leaders adopt feedforward, teams feel supported. When organisations embrace it, performance accelerates.

The question is simple.

What is one behaviour you would like to improve?

And who could you ask for two suggestions today?

Growth starts with that conversation.