I heard an advertising director tell his assistant, ''You should have made the layout less crowded, you didn't use the right colors, and your concept makes no sense.''

I heard a manager criticize his sales rep with ''You blew it. You need to pay attention to your prospect. You didn't listen. Perhaps you're not right for this job.''

Criticisms like these may be improvement-oriented, but they attack the self-esteem—they emphasize that the recipient didn't do well and imply that he might not have the ability to do better. These messages stab the ego.

''Sticks and stones may break my bones, but words will never hurt me'' runs the proverb. But if ever a proverb was wide of its mark, this one is. As the majority of people would ruefully admit, words can do more lasting damage than most physical blows. And the words that can do the most damage often come through criticism.

Indeed, criticism and self-esteem have a long and intimate relationship, and it is the closeness of the relationship that gives criticism the power to affect self-esteem for better or for worse. A brief elaboration condensing self-esteem theory and research is in order.

Paradoxically, one's concept of one's self does not develop from the inside out but rather is fashioned from the outside in. ''O, wad some power the giftie gie us/To see oursels as others see us!'' Robert Burns exclaimed. But that is precisely the way we do see ourselves. It is how we think we appear to others, and how others judge us, that is largely responsible for the self-esteem we develop.

Beginning with the earliest comments from mother and father, the child processes what she sees and hears—specific words, gestures, facial expressions, voice tone—to determine whether the significant others are giving a positive or negative message. These interpretations become the basis of selfesteem.

If significant others give the child an abundance of conventional criticism—emphasizing the negative—the child inevitably begins to build a self-image that is deficient in confidence and satisfaction with herself.

Furthermore, the child begins to evaluate her own performance (even when positive) in the same way that those around her do—emphasizing the negatives or the demerits of the situation.

The results of these two factors, negative criticisms from significant others and negative self-criticism, give birth to low self-esteem. And believe me when I say that low self-esteem handicaps you.

While high self-esteem provides the impetus to try new and challenging behaviors, initiate relationships with others, and quickly bounce back from the setbacks of life one encounters, low self-esteem does the opposite. It makes you approach any new task or assignment with trepidation. It makes it difficult for you to establish relationships, whether it is with your coworkers or clients. It makes adversity more difficult for you to conquer. And most important, it makes you feel bad.

There is another problem too, one which makes criticizing an individual with low self-esteem a very difficult task.

By the time the individual with low self-esteem enters the workforce, his low self-esteem has taught him to handle criticism in one of two ways. First, out of habit all criticism is heard as further validation of being a loser. Negative thoughts quickly emerge, and the criticism is never really evaluated for its merit; it is simply processed as a negative message. Low self-esteem perpetuates itself.

The second way a person with low self-esteem perceives criticism is as an attack that must be warded off. Here, the self-esteem dictates a behavioral repertoire that includes excuses, retaliation, emotional outbursts, and other reactions that rarely serve you well.

In either case, low self-esteem has prevented its holder from taking advantage of one of criticism's most important functions: a learning mechanism that allows one to develop selfawareness by accurately understanding how one is perceived by others. It is this awareness that allows one to make changes for the better.

But here is the good news. Low self-esteem is not determined by DNA. It is malleable—if you use the power of positive criticism. Essentially, this means giving criticism in a way that protects the self-esteem. When criticism protects the selfesteem, it becomes more productive because the likelihood that the recipient will process the information with an open mind is increased. The self-esteem has less reason to defend itself when it is not attacked or put down. If the criticism does not threaten or attack, the already-established negative Pavlovian defensive reaction is short-circuited. This frees the recipient to respond differently and more productively. The recipient is able to use the information in a way that helps him learn about himself and, equally important, take actions that will improve his performance. Self-esteem is enhanced, and with it the individual does better in the game of life.

How can you protect someone's self-esteem when giving criticism? First, the most obvious way is to avoid derogatory names and comments that make up so many of our daily criticisms. When criticisms are derogatory, they are perceived as a put-down, and there is little chance of getting their positive power. A second way to ensure that your criticisms protect your recipient's self-esteem is to make sure you avoid phrasing a criticism as a right/wrong issue. It's too much pressure to be right all the time, yet I've met few people who like to be told they are wrong. Furthermore, with true criticism—because it is only your evaluation—there is no right or wrong. An editor's criticism of a manuscript is not right; it is simply her evaluation. But if the editor makes her position right, she is making the author's wrong. Self-esteem will be attacked, and the results will probably not be positive.

You can also protect the person's self-esteem by remembering to allow your recipient to save face (which is not possible if you make criticism a right/wrong issue). Using phrases such as ''Perhaps you are not aware of this'' (even if you think he or she is aware) or ''This is one way to do it; perhaps there are some other ways to explore'' will do the trick.

Recall the opening examples. The advertising director's criticism would more likely be effective if communicated in these terms: ''How about spacing the pictures out and using some brighter colors?'' The manager would be more likely to help his sales trainee improve if he said, ''You might find it more effective if you periodically ask your prospect if she has any questions. This will keep her involved.''

Besides allowing you to get through to your recipient, criticism that protects the self-esteem has other benefits. One is that it paves the way for future criticism. Since the recipient's ego has been left intact, or even enhanced, her perception of you is likely to improve to the point where she sees you as a credible source, someone whose opinions deserve to be considered carefully. Consequently, later criticisms are welcomed, even sought. This of course allows you to help develop the individual over time. Another benefit of criticism that takes the ego into account is that it improves the quality of the relationship. Your conscious effort not to attack or wound communicates that you appreciate and value the person. The recipient's sense of this helps you both build and maintain a supportive relationship that is characterized by trust. In effect, protecting self-esteem helps ensure that you will get the power of positive criticism.