Nobody likes to hear the negative. Yeah, I know, we all say, "Please give me feedback". But when the feedback comes and it stings, it still hurts. And yet, we still need it, don't we? How else are we going to navigate the market? I guess feedback can always come in the form of being fired. The marketplace doesn't always speak, but it gives feedback, nonetheless.
I see the highest goal of criticism as to create a match. I'm telling you what I like and/or hate about your services or products...and if I'm skilled in this, in a way that doesn't hurt your feelings...and in a way that you'll believe that this is something that needs improving, and if you do it and it works...then yey, we get to connect at a higher level and be better at what we do, together.
And then, of course, we each have the challenge to discern where the feedback is coming from. Is this a positive or negative place? And is this something I even want to correct? Sometimes feedback has to hurt. Other times, a tweak here or there is all that is needed. And sometimes it should be ignored.
We don't always do what is right or respond well to criticism...or even get a second chance when we blow it but if we get feedback, we at least have something to work with.