Agile has feedback loops on the products we build, and on the process we use to do it, but people feedback is really hard! Studies have shown that people have a negative physiological reaction to just the thought of having to give or receive feedback. But are we conditioned to be terrible at feedback from our experiences in traditional work environments, with all of their power dynamics and political undercurrents? In this talk, we will explore the science behind giving and receiving feedback, and how you can create a culture where everyone actually asks for feedback, continually, and celebrates it as a cultural norm. Even the best agilists struggle working with teams on safety, trust, and feedback. This is a crucial leadership skill, and leaders at all levels should be well versed in this topic.