Following his experience of seeing the "lost tribe" of junior doctors struggling in long hours of work with little support, Dr Mark Rickenbach set out to explore the use of feedback to encourage change. His perspective is as a general practice course organiser supporting hospital consultants who oversee the local medical education of doctors. As such he is a participant researcher applying the principles of action research in a cycle of feedback, reflection, action and review. After the period of this study there was a revision of medical training, the foundation of the Postgraduate Medical Education Training Board and the first ever National Trainee Survey in 2006, with which Mark Rickenbach remains closely involved within the General Medical Council. The principles outlined remain relevant to all professional educators in whatever walk of life. These include the apprentice cycle, behaviour change, interventions to improve education, and the ideal setting for change. Above all, they encompass the GIFT of Giving Feedback Thoughtfully to encourage the professional educator to review and enhance their own local educational practice.