Giving timely feedback gets better outcomes.

What do we do when we need to share difficult feedback?

Too often, we don’t.

We talk around the issues. We talk past the issues. And sometimes, we don’t talk about the issues at all.

Those delay tactics may come from a good place, like not wanting to create conflict or complicate relationships, but they rarely produce a good outcome. It’s harder and costlier to address persistent problems down the line — assuming, of course, that we’re able to remember them at all.

Blame the brain. When it comes to keeping memories, the mind is terribly inefficient: Almost 50% of learned information vanishes within 24 hours unless it’s transferred to our working and long-term memory. This “forgetting curve” steepens with time, so that by the time a week has passed, we’ve managed to forget nearly 70% of what we’ve learned. If we push off feedback for too long, can we really blame others for challenging our view and version of what happened? We’re trying to assemble a scattered picture of of past events.

Giving timely feedback

When we close the memory gap, we can reduce the fear and friction that too often accompanies feedback. Better yet, we’ll help others how they can improve by providing stronger insights, enhanced learning, and ongoing opportunities for growth and development.

Here are three fearless ways to deliver that just-in-time feedback without fail:

Pay attention: Stay alert and watch as things unfold. Be sure to notice behaviors, actions, or outcomes that warrant feedback. The sooner we recognize an issue, the faster we can respond to it.

Set expectations: Establish clear expectations regarding feedback within your team or relationships. Let others know your plans for how and when feedback will be shared. Being open about your feedback process not only helps others stay in the know, but also ensures you stick to your stated plan.

Focus on specifics: When providing feedback, highlight specific behaviors or actions and avoid generalizations. Above all, be candid: This makes the feedback more concrete and easier for others to implement.

People can’t fix what they don’t know. By providing timely feedback, we’ll help others identify and address issues long before they turn uncomfortable or ugly. Even when it feels hard, we need to remember that feedback is an act of service. If we can help others improve, why would we wait?