One of the top reasons managers avoid feedback is fear of the unknown: aka a negative or emotional reaction. Feedback, done the right way, is a mutual learning opportunity. 

Change your mindset and view feedback as partnership. It's you and your employee working together. 

You might want an "everyone-to-everyone" feedback norm, but unless there is safety and trust first, you'll get more compliance and less innovation.

Remember, too, that everyone-to-everyone feedback includes upward feedback. How many people feel totally comfortable giving their boss feedback. And not that whole "stop, start, continue" thing either. That question doesn't have a specific focus, and will likely be answered with caution and vagueness.