I always use myself as a reference point for criticism first, for example any mistakes made by an employee I'd say 'I've done that', it showed I wasn't any different and could relate to the mistake made. I made no distinction between myself and the people I managed, taking a humanistic approach meant I was approachable.
The sandwich technique is patronising and demeaning, as a life coach we were taught to use this method as a tool on our course. This method is only an idea, or a theory, and in my view is used as a tool to control.
Well said @fiercewarrior. It's a demeaning and controlling way to manipulate the person you're using it with. This is not empowering or motivating at all. As a matter of face, it's destroys trust and confidence. I'm glad to know you're a life coach, I admire this role very much as you have a magnificent influence on the people you coach. Way to go.. I'm sure I can learn a lot from you.
I think you've got it the other way round @nuridin, it is I, who will learn from you!