You should feel this movement in your upper back and traps, not just your front shoulders. Stand with your feet hip-width apart, grip the bar just outside shoulder-width. As you pull, drive your elbows up and back, keeping them high and wide the whole time you're pulling. At the top, you should feel a strong squeeze across your upper back and shoulders, everything packed and tight. If you only feel your front delts burning, your elbows are dropping too low — keep them high and back.