Positive feedback is a process in which an initial change or input leads to further changes that amplify and reinforce the original effect. It's often described as a virtuous cycle, where the end result builds upon itself, leading to continuous improvement or escalation of some kind. In contrast, negative feedback works to counteract or reduce the impact of the initial change or input. Positive feedback can be seen in many areas of life and is commonly used in technology such as audio equipment, where it enhances sound quality by amplifying certain frequencies.