Providing feedback--can you win?

Feedback is important for students.  More than grades, praise, or consequences, feedback can have a major effect on students learning.  It should be easy, right?  Give students feedback so they know how they are doing and what they need to focus on.  All people take feedback differently.  For some a comment as innocuous as, "your doing great!", can plateau their progress.  How do we provide the feedback each student needs in the way they need it to push them forward?  Relationships are so critical in education.  Knowing the person and how they take feedback can make all the difference.