We always communicate our I to the You
Who are our counterparts and what effect have our signals on them?
We all live in our own reality, which was shaped by experience. Experience we match with characters. Everybody uses different sets of characters. Communication only happens through sets of characters that are accessible to all of us.
We have an intention. It is necessary to phrase this intention in such a way that our counterpart can understand it. Therefore we should design communication if we want to be understood.
Who (says) What (to) Whom (in) What channel (with) What effect