Leaders Who Lose Their Humanity Will Lose Their Audience Warns Obama Speechwriter

Terry Szuplat, one of President Barack Obama’s longest-serving speechwriters, warns business leaders about the overuse of AI

www.helmclub.co

By Editorial Team | Published on April 2, 2026

Speaking at a private dinner for business executives, Terry Szuplat outlined his expert advice on communicating with investors, employees, and customers. He said, “The ability to communicate like a normal human being to other human beings is one of the most essential qualities of effective leadership.”

Drawing on his experience crafting nearly 500 speeches for President Obama, Szuplat shared insights with members of Helm, a network for British ‘scale-up’ founders (scale-up business are those that have moved beyond the start-up phase and are experiencing rapid, sustained growth).

He outlined key principles to help leaders communicate with lasting impact, saying: “There’s a huge focus on AI at the moment, but there are some things it simply can’t replicate, like connecting with people, and communicating in a way that feels real and human. Take LinkedIn as an example. People go there for mentorship, to learn, and form genuine connections with other people. But increasingly, posts are being written by bots and AI. So the very thing that we came for is being taken away from us to the point where people don't want to engage.”

Helm CEO Andreas Adamides added, “Great leadership has always depended on communication, and that hasn’t changed AI is an incredibly powerful and useful business tool, but as it accelerates, authenticity becomes even more valuable. The leaders who stand out will be those who communicate with clarity, conviction, and genuine human connection.”

Szuplat’s advice included:

1. Think deeply about your audience—and their needs: Szuplat stressed that leaders must tailor their message to the needs, mood and motivations of their audience: “As a rule, leaders don’t think enough about their audience, what they're feeling, what they're thinking, and what they want. Too often, leaders deliver the same message regardless of who’s in the room. That’s a missed opportunity to truly connect with an audience.”
2. Don’t get stuck in your founder story: While origin stories can define a company’s identity, Szuplat warned against over-relying on them: “Your founding story is your DNA, but your audience is experiencing the story in their own way, right now. Great leaders connect the past, present and future, and show people – especially employees – where they fit into that journey.”
3. Know your values: Szuplat highlighted the importance of consistency between words and actions: “People can see your values clearly through the choices you make. If what you say and what you do don’t align, trust erodes quickly. Strong leaders know their red lines and communicate from a place of conviction.”
4. Lay out clear objectives and goals: Using communication around the Iran War as an example, Szuplat underscored the need for clarity of purpose: “Great leaders articulate clear objectives. If people don’t understand the goal, they can’t get behind the mission, and you can’t measure success. When messaging shifts, as with Trump’s changing goals on Iran, from targeting its nuclear programme to talk of regime change, people are left unsure what the objective actually is. In business, that kind of mixed messaging quickly undermines credibility with customers, investors and partners.”

Terry Szuplat is a former senior speechwriter for President Barack Obama, where he contributed to nearly 500 speeches. He worked in the White House from 2009 to 2017, helping shape major addresses on domestic and international issues. He is the author of Say It Well: Find Your Voice, Speak Your Mind, Inspire Any Audience, a guide to effective communication and public speaking.

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