Mark or Mike - Do you know about "Feedfoward"? I just went through a 1-day coaching workshop with Marshall Goldsmith and he showed me how effective feedforward is vs. feedback. I think Horstman's feedback model is more like feedforward, but not exactly.
Feedforward focuses on the promise of the future rather than the mistakes of the past.
Even constructively delivered feedback is often seen as negative as involves a discussion of mistakes, shortfalls, and problems. Feedforward cannot involve a personal critique, since it is discussing something that has not yet happened.