School leaders need to be able to give and receive feedback--to give it skillfully to teachers, and to receive it skillfully from, well, everyone. Most educators agree that feedback can be necessary and helpful--yet the unending cascade of new directives governing feedback often feel like a waste of time. In this article, the authors offer guidelines for how school leaders can both give and receive feedback. When giving feedback, they say, it's important to separate coaching from evaluation. When coaching and evaluation come from the same person in the same time frame, the evaluation component tends to hijack the recipient's attention. When receiving feedback (from parents, students, teachers, or peers), school leaders should take charge of their own learning by listening with an open mind and heart. It's important to look for the parts of the feedback that are useful and to make sure you understand what the feedback-giver means. When school leaders make it clear that they not only welcome feedback but demand it, they can establish a positive schoolwide feedback culture.