Not all feedback is created equal. Actually, it is quite uneven in its design and effectiveness. Feedback forms typically used by educators and the feedback process used to support learning have markedly different attributes. Understanding the key attributes of effective feedback is important for those involved in the feedback process. The most typical forms of feedback are those that occur in a conversation between or among people. With a learner committed to continuous improvement, the feedback process occurs frequently, almost constantly, internally in the form of self-initiated reflection and analysis. Whether the feedback process is externally or internally driven, the same attributes apply. The attributes of an effective feedback process are based on the premise that the feedback process generates learning that leads to change