Feedback is one of those awkward realities of business, and people can react to it in different ways.

As a coach, one of my most important roles is to provide feedback to organizations. Over the years, I’ve learned a lot about it, and I’ve come to notice it’s an art.

What is feedback?

At the root of it, feedback comes down to having a conversation with someone to share information. Maybe you want to share something you observed or something that a person can improve. But these conversations can often be difficult for both parties depending on the context.

Do you struggle with giving feedback to a colleague, a friend or even a family member? Do you feel uncomfortable doing it? Or do you wonder whether you even have the authority to do it?

Here are five tips to help you give better feedback.

1. Ask permission first.