How to give negative feedback without hurting?

A CEO of a company asked me how do I give negative feedback to my team members, without hurting their feelings? I told him, negative feedback is still a negative expression and will always hurt the feelings of others. Even if they formally say no.

If you want to build up the morale of your team then your feedback must be positive and constructive. Remember, people never like to be criticized but they love to be developed to receive appreciation. Do you think if you tell your team members that they have these many negative points, will they feel grateful to you? No, they will start avoiding you.

The Negative aspect of a person must be addressed to as an area of development. It is accepted. Show them the benefits they will experience when they develop. As a result, they will excel in their performance on the track of being successful. Your team members will look forward to your feedback every time they perform.