I'ts advisable in every situation…to focus on the receiver of your message before, during, and after you communicate.

What the sender intends to convey is important, but it is less important than what the receiver thinks is being conveyed, or how the receiver interprets the message.  You may clearly understand your intentions in what you say, but a listener takes your message in a different way than you originally intended…Taking a receiver orientation–stopping before you say something to think about how your message will be understood by the listener–can greatly enhance your skill as a communicator.