In the 25+ years that the practice of 360°Feedback has been formally labeled and implemented, it has undergone many changes. Some of these have been positive (evolution) Under whatever label, what we now commonly refer to as 360°Feedback has been around for a long time and has become embedded in many of our human resources (HR) processes applied at individual, group, and organizational levels. The practice of 360°Feedback 1 has been around so long now that we are all comfortable with it. In fact, we would contend that the profession has become so comfortable with this practice area that we have lost our focus on what it is and what it is not. What was once considered a "fad" by many in the 1990s and cutting edge is now well known and a David W. Bracken, DWBracken & Associates, Atlanta, Georgia; Dale S. Rose, 3D Group, Emeryville, California; Allan H. Church, PepsiCo, Purchase, New York.The authors wish to thank Carol Timmreck and Jeff McHenry for their invaluable suggestions.Correspondence concerning this article should be addressed to David W. Bracken, DWBracken & Associates, 2271A Dunwoody Crossing, Atlanta, GA 30338. E-mail: dwbracken@gmail.com 1 We use capitalization to indicate our desire to indicate a proper noun. This is by design and is intended to draw attention to our wish for 360°Feedback to have a well-defined meaning, which is offered later in this article.