"Good" Leaders Are the Problem and the Solution
David Grossman, award-winning leadership speaker & communication expert, shows leaders across industries how to master the power of communication, lead through change, and move from good to exceptional to drive results.
Watch David in Action
About David Grossman
David Grossman is one of America's foremost authorities on leadership and change communication inside organizations.
An award-winning author, keynote speaker, and trusted executive coach to the C-suite, he also advises academic institutions offering guidance on curriculum and programs. David is the founder and CEO of The Grossman Group.
Over 25 years, he’s impacted the work and life of over 16,000 leaders, delivered more than 1,100 trainings, and worked with over 30 Fortune 100 clients globally. Speaking clients include Abbott, AbbVie, Mars, Hillrom, Microsoft, and Nationwide, among others.
A media source for his expert commentary and analysis on leadership and workplace issues, David has been featured in the Wall Street Journal, the Chicago Sun Times, Fast Company, Forbes, Fortune, Newsweek, the World Economic Forum, Directors & Boards, and CBS MoneyWatch, among many others.
David is a six-time author known for his popular award-winning Heart First series. Heart First: What Exceptional Leaders Do in Extraordinary Times continues to be applauded by leaders at all levels for the practical approaches and rich stories by senior leaders around the globe.
His latest book, The Heart Work of Modern Leadership: 6 Differentiators of Exceptional Leaders (Amplify Publishing Group, March 24, 2026), is a Best Seller on Amazon in multiple categories, including Communication, Workplace & Culture, Leadership & Motivation, and Business Culture.
David’s Leadership Keynotes
David Grossman offers customizable keynotes that educate and inspire your entire team.
The Heart Work of Modern Leadership: “Good” Leaders are the Problem and the Solution
Most organizations aren't worried about their good leaders. And that's precisely the problem.
New research from The Grossman Group and The Harris Poll found that 54% of leaders are rated "good." Not bad. Not exceptional. Solidly, safely good. And in today's environment, that's not the reassuring news most executive teams think it is.
Good leaders were built for a stable world. When uncertainty spikes, they go quiet. Not because they don't care, but because they were trained to have answers, and right now answers are hard to come by. Their people feel the absence. Anxiety fills the vacuum. Then complacency. Then drift.
The gap that should worry every executive team isn't between bad leaders and good ones. It's between good and exceptional. And it's almost entirely a Heart gap.
In this keynote, David Grossman shows what 30 years of working alongside world-class leaders – and the data – reveal about what separates the two. Nine of the top 10 differentiators between good and exceptional are Heart attributes, not Head ones. In the Age of AI, where technical advantages are being commoditized fast, the Heart Work is the only competitive advantage that can't be replicated.
Order copies of The Heart Work of Modern Leadership in bulk here.
From Disruption to Advantage: A Leader's Playbook for Enterprise Change
Today's leaders are leading at a tipping point: the rapid rise of AI, nonstop transformation, and employees already at capacity for change. Grounded in new national research with The Harris Poll, this session explores how modern leaders drive successful transformation – and how you can do the same. This session equips you with the insights and tools to meet that challenge.
You'll explore best practices and reflect on your role as both a driver of enterprise change and a champion for the people who make it possible.
New national research reveals that one in four transformations fail – and the differentiators between those that succeed and those that stall come down to how leaders show up. Drawing on Grossman’s Modern Leadership study, this session unpacks six behaviors that set high-performing change leaders apart, alongside the 5Ss of Managing Change framework to help you scale transformation across your enterprise.
You'll also leave with a sharper lens on the road ahead and a clearer sense of your dual role: driving change with urgency while championing the people who have to live through it.
Order copies of The Heart Work of Modern Leadership in bulk here.
You're Already Doing It: What to Do When You Can't NOT Communicate
The reality is that everything you do and say communicates something. The most successful leaders know that communication is the competency most critical to moving businesses forward, is the best defense in managing change and difficult situations, and is the driving force in engaging others. Since you are always communicating, you might as well be great at it.
David Grossman will share practical insights, best practices, and proven tools to help top leaders differentiate themselves. He'll explore why leadership communication means business, the three fundamental truisms every leader must understand, the myths leaders commonly believe, and the most common traps leaders face.
This session is a unique opportunity to learn proven strategies you can use every day and engage in thought-provoking discussion so you can differentiate yourself, elevate your leadership impact, and accelerate business results.
Buy the books: You Can't NOT Communicate (Second Edition) and You Can't Not Communicate 2.
Praise for David's Keynotes
“Thanks for instilling in our leaders the vital importance of communicating inside the organization. We will rely on your messaging to reinforce how to drive our strategy in day-to-day work to make the impact so desperately needed by the planet and all its people.”
Change & Communication Lead, World’s Leading Crop Nutrition Company
“Your [session], as usual, was magical and we are beyond grateful for what we know will have a ripple effect in our organization through this group of chain champions/amazing leaders!”
Zulma Hernandez, Vice President, Talent & Organizational Development, RNDC
“David Grossman is a trusted communication professional and inspires and engages his audiences to take strategic risks … He reminds us that with the right internal positioning, employees have the potential to be the most powerful, and truthfully, the biggest influencers in any organization.”
Shelby Curry, Former Senior Internal Communication Manager, Disney
“Mr. Grossman delivered a program well beyond [our] expectations by engaging, challenging, inspiring, and delighting seasoned bankers during several hours of intense interactive sessions.”
Paul Maxwell, VP & Senior Communications Officer, Hancock Holding Company
“David was one of the most well-prepared, dynamic, and engaging speakers from whom I’ve had the privilege to learn.”
Heather Cavanaugh, Former Director, Corporate Communications
Speaker FAQs
Booking & Logistics
What is your speaking fee, and what does it include?
David's keynote fee is available upon request and covers preparation, pre-event consultation, and delivery. Travel and expenses are billed separately.
Do you charge for travel and expenses separately?
Yes. Travel, accommodations, and related out-of-pocket expenses are billed at cost in addition to the speaking fee.
How far in advance should we book you?
David's calendar fills quickly, particularly in the spring and fall conference seasons. We recommend reaching out at least three to six months in advance to confirm availability.
Are you available for virtual or hybrid events?
Yes. David is available for virtual and hybrid engagements and tailors his delivery approach to fit the format.
Customization
How do you customize your content for our audience or industry?
Every engagement begins with a conversation. David takes time to understand your organization's context, priorities, and audience so the content is relevant and specific to your goals.
Do you conduct a pre-event call or needs assessment?
Yes. A pre-event call is standard for all engagements. For larger or more complex programs, a deeper needs assessment may be conducted.
Can we share our strategic priorities or internal data with you beforehand?
Absolutely. The more context David has, the more tailored and impactful the session will be. All information shared is kept strictly confidential.
Will you tailor examples to our organization?
Yes. David incorporates relevant examples, language, and themes that reflect your audience and their day-to-day reality.
Content & Format
What topics do you speak on?
David speaks on leadership, authentic communication, change management, and leader communication – with a consistent focus on the human side of leadership.
How long are your keynotes, and do you offer breakout sessions or workshops?
A standard keynote runs 60 minutes. David also offers customized workshops and breakout sessions for teams looking for a more immersive, interactive experience.
Do you take Q&A, and how do you structure audience interaction?
Yes. For keynotes, Q&A typically takes place at the end of the session. For workshops and breakouts, interaction and questions are woven throughout.
Can we see a video of you speaking?
Yes. You can watch clips of David in action here.
Exclusivity & Rights
Do you have an exclusivity clause around competing speakers or topics at the same event?
No. David does not require exclusivity around other speakers or topics at your event.
Can we record the session, and who owns that content?
Yes, sessions may be recorded with prior written consent. We ask that you share a copy of the recording with us for marketing purposes. Ownership details are outlined in the speaker agreement.
Do attendees receive any materials, tools, or frameworks afterward?
Yes. Post-session materials vary by topic and are confirmed during the pre-event consultation process.
Experience & Credibility
What industries or audiences do you work with most?
David most often works with senior leaders and leadership teams across functions. His experience spans a wide range of industries, including healthcare, technology, manufacturing, food and beverage, and more.
Can you provide references or testimonials from similar events?
Yes. When references are the final step in your decision-making process, we're happy to connect you with past clients who can speak about David's impact firsthand.
What's the typical audience size you speak to?
Most keynotes are delivered to audiences of 100 to 300 people, though David has experience with both smaller executive sessions and larger conference-scale events.
Post Event
Do you offer any follow-up resources or licensing of your frameworks?
Yes. Many audiences choose to extend the learning by purchasing copies of David's books or licensing his proprietary tools for use across their leadership team.
Are you open to multi-event or ongoing engagements?
Absolutely. David welcomes the opportunity to serve as a longer-term partner. These engagements often take shape as a speaker series or as part of a broader internal communications or change communications initiative.
AV & Day-Of Logistics
What are your AV and technical requirements?
David's setup is straightforward: a lavalier microphone, a clicker, and a screen for slides. The preferred configuration is two screens on either side of the stage for optimal visibility across the room. Full AV specifications are included in the speaker agreement.
Does David arrive the day before?
Yes, always. David makes it a practice to arrive the day before every engagement to account for any travel disruptions and to ensure he's prepared and present for your event.
Does David have any day-of needs?
David's needs are minimal – a quiet space to prepare and water on hand. We'll coordinate any additional details with your team in advance.
Agreements & Cancellation
Do you have a speaker agreement or contract?
Yes. A standard speaker agreement is provided upon booking. It outlines all terms including fee, deliverables, travel, and payment expectations. We're happy to walk you through it.
What is your cancellation or rescheduling policy?
We understand that plans occasionally change. Once a date is confirmed, the following cancellation policy applies:
- 31–45 days prior to the engagement: 50% of the speaker fee
- 30 days or fewer: 75% of the speaker fee
- 14 days or fewer: 100% of the speaker fee
Any travel expenses or penalties incurred as a result of the cancellation will also be billed to the client. If books were part of the engagement, the balance of book fees and applicable shipping costs will be invoiced upon cancellation.
