Based on the insights from Ed Batista's excerpts, providing feedback to someone who has been demoted (or "levelled") should be approached with sensitivity and a strategic mindset. Here are some guidelines to follow when delivering feedback in such a situation:

Data and Non-Defensiveness

• Acknowledge the Performance Gap: Begin by presenting clear, objective data that demonstrates the performance gap. This helps to establish a shared understanding of the reasons behind the demotion.
• Invite Open Discussion: Encourage the employee to share their perspective on the performance gap. This can help to minimize defensiveness and promote a constructive dialogue.

Trust and Learning

• Express Genuine Care: Ensure that the employee understands that the decision was made with their best interests in mind, not out of caprice or personal animus. This requires a foundation of trust built over time.
• Highlight Opportunities for Growth: Emphasize that the new role presents an opportunity to learn from others and develop skills that may have been lacking in the previous position.

Role Clarity and Grace

• Clarify the New Role: Clearly define the employee's new role and responsibilities, and explain how they differ from the previous position. This helps to set expectations and reduce confusion.
• Preserve Dignity: Handle the entire process with grace, ensuring that the employee feels respected and appreciated despite the change in status.

Empathy and Motivation

• Show Empathy: It's crucial to empathize with the employee's feelings and acknowledge the difficulty of the situation.
• Motivate through Intrinsic Factors: Use Herzberg's theory to focus on intrinsic motivators such as the meaningfulness of the work itself, opportunities for personal growth, and the potential for future achievement and recognition in the new role.

Delivering the Feedback

When delivering the feedback, you might structure the conversation as follows:

1. Start with a recognition of the employee's past contributions and the value they bring to the company.
2. Present the data that illustrates the performance gap in a non-confrontational way, allowing the employee to provide their input.
3. Discuss the decision to change roles as a strategic move for both the employee and the company, emphasizing the potential for growth and learning.
4. Clearly outline what the new role entails, including responsibilities, expectations, and how it differs from the previous role.
5. Reiterate your support and commitment to their success in the new position, and express confidence in their ability to adapt and excel.
6. Address any concerns or emotions the employee may have, showing empathy and understanding.
7. Conclude by reinforcing the positive aspects of the change and the opportunities it presents, ensuring the employee feels valued and motivated moving forward.

Remember, the goal is not only to justify the demotion but also to pave the way for the employee's future success and satisfaction within the organization.