Schutz von Thun’s Communication Model: Decoding the Four Sides

Posted on: 2025-04-30 10:00:00

Friedemann Schulz von Thun’s four-sides communication model, introduced in 1981, reveals that every message has four layers: factual content, self-revelation, relationship, and appeal. As a multilingual entrepreneur in 2025, I use this to navigate Polish, English, and German interactions.

Factual Content: The Data

This is the ‘what’—pure information. Saying 'Segnals made $500 profit' conveys numbers. It’s objective, like my Cleanesty pricing: 750 THB for 2 hours. Missteps here spark confusion—clarity is king.

Self-Revelation: The Sender

What I reveal about myself. 'I’m proud of Segnals’ growth' isn’t just data—it’s me sharing pride. In Bangkok, pitching Clonevest, I say 'I built this,' signaling confidence. Listeners hear my identity beyond facts.

Relationship: The Dynamic

How I see ‘us.’ Telling a team 'We crushed it' builds camaraderie, while 'You need to improve' sets distance. In Polish-German talks, tone shifts this layer—warmth or formality changes everything.

Appeal: The Intent

What I want. 'Check Segnals’ stats' isn’t just info—it’s a nudge to act. My blog posts aim to inspire—'Try this workout' pushes readers to move. Subtlety here avoids pushiness.

The Four Ears

Listeners interpret with four 'ears': fact, self, relation, appeal. 'I’m tired' might be heard as a fact (he’s sleepy), a plea (help me), a mood (he’s grumpy), or a bond (he trusts me). Misalignment causes rifts—I’ve seen it in cross-cultural deals.

Applying It in 2025

In tech and life, this model sharpens my words. Pitching Cleanesty, I balance facts (price) with appeal (book now). It’s not theory—it’s daily practice, ensuring my ventures connect clearly across borders.

Back to Blog