Terry Szuplat on the Art of Powerful Communication

In the second episode of our’ Meet the Author’ series, we shine a spotlight on the power of words—how great communication inspires, leads, and leaves a lasting impression. Terry Szuplat, former senior speechwriter to President Barack Obama and author of Say It Well, and business leader and author D. Shivakumar, discuss the timeless art of moving audiences to action.

Watch the 31 minute conversation above, or read the key takeaways below.

Key Takeaways (Read Time: 1 min)

1. Fundamentals of communication are universal

Whether you are a business leader, entrepreneur, or politician, the basics don’t change: know your audience, connect emotionally, and tell powerful, human stories. The context may differ, but the principles remain the same.

2. Speak from a place of conviction

Great delivery starts with authenticity. As Barack Obama told Terry, the most effective public speakers are those who know who they are, what they believe in, and speak with clarity and conviction. Audiences can sense when you don’t truly believe in your own words.

3. Listen widely. Great ideas can come from anywhere

The most memorable opening to one of Obama’s speeches came not from a senior aide but from an Australian chauffeur. Terry’s advice: don’t limit yourself to the voices at the top. Look up, down, and sideways within your organization—fresh perspectives often come from unexpected places.

4. Build humility into the creative process

When you receive feedback, don’t instinctively defend your original idea. Instead, start by assuming the critique is valid and see if you can make it work. This mindset not only improves speeches but also strengthens team collaboration and innovation.

5. Human connection matters more than technology

AI tools are powerful for research, brainstorming, and editing. But when it comes to expressing your vision and values, only a human voice can inspire and move people. In an AI-saturated world, audiences will crave authentic, human-led moments even more.

6. Find common ground to bridge divides

In an age of polarization, the words we choose matter. Terry urges leaders to move away from confrontational language and instead appeal to shared human aspirations: dignity, family, education, respect. There’s always common ground, even when it doesn’t seem obvious.

7. A great speech must lead to action

Applause is not the real measure of success. The true test of a speech—or any form of communication—is whether it inspires people to do something different: work harder, think differently, or come together for a shared goal.

Dig Deeper

• Read The Gist | Insights from the book ‘Say It Well’ by Terry Szuplat, Barack Obama’s speechwriter
• Read a Book Extract | ‘Everybody Has a Sacred Story’