Why do we fear feedback? Feedback is a vital tool in helping us develop and progress in our careers. However, even within organisations that promote a culture of free-flowing feedback, I often find that the ‘F’ word is still feared. So why is it difficult to receive feedback? Neuroscience might hold the answer. Our brains are hardwired to scan the environment for potential threats and rewards, and when we are threatened, our brain launches the well-known fight or flight response.