A WSJ article reports that “feedback” causes anxiety, so companies are using “feedforward” instead. The latest in corporate euphemisms, feedforward could soften comments on students’ writing and presentations, but I’m skeptical.

Attempts for gentler language for “negative” feedback are nothing new. Managers (and business communication faculty) typically use “areas for improvement,” “development areas,” or “constructive feedback.” Now, apparently, “feedback” is itself causing problems.

Other terms are emerging. Microsoft is using “perspectives” instead of “feedback,” “performance development” is replacing “performance management,” and “connect” session is replacing a “review.” How long before the patina of these terms wears off and they, too, become anxiety producing?

What’s the problem companies are trying to solve with new terms? On the surface, ”feedforward” is more accurate, emphasizing changes for the future, so I get it. But I have to question whether the term is the issue. Aren’t the real issues that people have difficulty facing what needs to change and that managers continue to struggle with delivering feedback? I’m a fan of Kim Scott’s work and book, Radical Candor, which encourages a supportive environment that makes difficult feedback easier to swallow.

For now, I think our student “tutorials” or “coaching sessions” are safe.

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