Scott Cullather and Kristina McCoobery, the husband and wife co-founders of global live brand storytelling agency, INVNT, today announced the publication of Challenge Everything™: The Battle Cry that Blew Sh*t Up and INVNTd Live Brand Storytelling™. The book is published with ForbesBooks, the exclusive business book publishing imprint of Forbes.
Aimed at budding entrepreneurs considering going out on their own, business leaders looking to take their companies to the next level or CMOs eager to build their brands, Challenge Everything tells a candid tale of start-up life, business acquisition and reacquisition, and offers unique insight into the current and future state of the global marcomms sector.
Cullather and McCoobery explain the power of live brand storytelling™, provide tactics for incorporating their thinking into modern day marketing strategies and share how in an era where consumers are moved by experiences, rather than products, impactful live brand storytelling™ is the key to ongoing brand relevancy.
Told in two-parts, the first half of Challenge Everything sees Cullather and McCoobery reflect on INVNT’s evolution from scrappy start-up to global agency, and reveals the growth strategies, leadership principles and home-grown lessons they’ve learned along the way. The second half delves into INVNTion™, a seven-step proprietary methodology, that takes a complex set of communications objectives from chaos to clarity. They also advocate for the “new CEO”—as in Chief Experience Officer—and share what they believe to be the next successful frontier of live: predictive analytics.
“As entrepreneurs, business owners, and advocates of the flesh and blood, can’t-buy-it moments that connect the heart, mind, body and soul to a cause, a mission, a movement – and yes, a brands – we’ve co-authored Challenge Everything with the aim of helping you blow sh*t up and take your projects, partnerships and performance to the next level,” said Cullather and McCoobery.Challenge Everything: The Battle Cry that Blew Sh*t Up and INVNTd Live Brand Storytelling™ is available on Amazon.com today.
View the press release as it originally appeared online here.