Creative Spirit interviews Scott Cullather, President & CEO, INVNT GROUP.
Scott Cullather, President & CEO of INVNT GROUP, on Embracing Neurodivergent Talent
INVNT GROUP is one of the world’s leading marketing agencies, specializing in brand storytelling for a wide range of companies and fields. In the words of President & CEO Scott Cullather, they are a “human connection company.” In other words, they apply their expertise to bring people together, and to highlight the stories, experiences, and perspectives of people who are neurodivergent, push back against anti-neurodiverse stereotypes, and go above and beyond to include neurodiverse employees within their own workforce.
We asked Scott to explain his perspective on various questions, including what sparked his company’s interest in neurodiverse talent, their strategy for including neurodiverse employees, how storytelling can reshape inclusion, and much more. Today, we’re sharing our interview with Scott in full. If you’re a neurodiverse employee, a business leader, an ally of the neurodiverse community, or simply interested in learning more about neurodiversity, you will definitely find this interview to be extremely insightful and eye-opening.
What first sparked INVNT GROUP’s interest in neurodivergent/neurodiverse talent?
INVNT GROUP is a human connection company. Creativity driven by humanity is at the core of our BrandStory mission of ‘putting a brand on the moon.’ We can only be as creative as we empower our people to become.
While our company has always championed many causes, underrepresented groups, and social movements, a personal spark came from a visit to Clemson University which hosts The Shephard Hotel, a purpose-led hospitality establishment with a program powered by neurodivergent talent. The brilliance, creativity, and dedication in my interactions and discussions across a milieu of topics was infectious.
We believe that diverse perspectives fuel storytelling and business innovation. We recognized that neurodivergent individuals are often being overlooked as a class. Embracing diversity of thought, including neurodiversity, enriches our global community in addition to allowing us to deliver one-of-a-kind solutions for our partners and clients.
Has including neurodiverse employees helped INVNT GROUP grow/innovate, and what strategies have you used to become more neurodiversity inclusive?
Firstly, in the process of recruiting for neurodiverse talent, it’s critical that we approach the process with nuance, as there are added considerations and techniques necessary for optimized communication in an interview, for example. This is something that requires a reconditioning of the neurotypical corporate mindset and culture, calling for more constructive empathy and deeper collaboration.
In our inclusion of neurodiverse talent across our teams, we’re innovating beyond business and simultaneously transforming our own internal culture to be better humans.
In our work, neurodiverse talent has brought fresh approaches to problem-solving, enabling us to tackle challenges from new angles, and developing more impactful experiences.
To become more neurodiversity inclusive, we’ve implemented several strategies, including:
Proactive Recruiting: Neurodiversity talent is often overlooked across underrepresented groups. We went all in on connecting with networks and partners that have a robust ecosystem of neurodiverse talent.
Creating a Supportive Environment: We foster an inclusive workplace culture that values and respects individual differences, ensuring everyone feels empowered to express themselves. Every new INVNT is partnered with an ‘INVNT Insider’ who further supports their journey along the way.
Providing Training and Education: You don’t know what you don’t know. We educate our teams about neurodiversity, aiming to build understanding and more impactful collaboration.
Adapting Communication and Work Styles: We recognize that neurodivergent individuals may have different communication preferences and work styles, so we strive to be flexible and accommodating.
Has working with neurodiverse talent informed INVNT GROUP’s approach to storytelling, including with clients?
We all have a story to tell, and we write it into reality through our goals, aspirations, and dreams.
Working with neurodiverse talent has recalibrated how we approach brand storytelling and human connection, from brand strategy to creative, content, and live, experiential moments.
When producing an event, we put meticulous focus on audience stimulation levels and what feelings the lighting, sound, and multimedia effects are eliciting in the human psyche. Part of our consideration is to account for those who are neurodivergent with symptoms that may require less atmospheric stimulation.
In developing a visual campaign driven by creative, we consider the micro-demographics within macro-demographics, looking at how we can optimize accessibility to the content with neurodiverse individuals in mind. From copywriting to the pantone color codes chosen, every pixel is an exercise in engaging and impacting both neurotypical and neurodiverse audiences alike. In our current world, content development carries a moral and social responsibility that can only be upheld if the end-to-end project process includes neurodiverse individuals.
What advice would you give business leaders and hiring professionals in the marketing and advertising industry looking to improve neurodiverse hiring? What would you tell those who might be on the fence about it?
Embracing neurodiverse hiring is not just a moral imperative but also an opportunity to innovate, scale, and build a community of impact at your organization. It will also challenge traditional notions of collaboration, encouraging your teams to transcend the impossible.
Some tips:
Expand Your Talent Pool: Actively seek out neurodivergent candidates by partnering with organizations that support neurodiverse communities.
Create Inclusive Job Descriptions: Use language that focuses on essential skills and capabilities rather than traditional criteria that may exclude neurodiverse talent.
Foster an Inclusive Culture: Ensure that your workplace culture is welcoming and accommodating, providing necessary support and resources for neurodiverse employees to thrive, investing themselves in your company’s mission.
For those on the fence: neurodiversity leads to creativity, creativity drives possibility, and possibility dictates the future. Embracing neurodiversity is a step towards building a more innovative and resilient organization.
As experts on storytelling, what are some ways narratives can play a role in pushing back against stigmas or unconscious bias towards people with disabilities, especially neurodivergence?
Storytelling narratives have an extraordinary way of shaping perceptions and challenging biases.
To combat stigmas around people with disabilities and neurodivergence, the narrative must highlight strengths and the singularity of the individual. We focus on showcasing the unique strengths and abilities of every individual, instantly shifting the narrative from limitations to limitless possibilities.
Additionally, you must deliberately promote inclusivity. Through our storytelling – from live events, to banded content, and creative campaigns – we emphasize the value of diversity and inclusion across all layers of engagement, encouraging audiences to embrace different viewpoints and challenge preconceived notions. Being vocal about your advocacy for inclusion through all touchpoints of audience connection is paramount to continue breaking down barriers in the long term.
What Stories We Tell Affect Neurodivergent Employment
By cultivating and telling the stories that we tell, we aim to foster greater acceptance, understanding, and collaboration among the neurotypical and neurodivergent – ultimately, helping to build a more inclusive society for generations to come.
Through its commitment to inclusivity and innovation, INVNT GROUP is proving that embracing neurodiversity is not just an ethical decision, but a strategic one that drives creativity, collaboration, and business success. By fostering a supportive environment, adapting communication and work styles, and promoting proactive recruitment of neurodiverse talent, INVNT GROUP has redefined its approach to problem-solving, storytelling, and human connection. Scott Cullather’s insights remind us that the future of business lies in celebrating diversity, breaking down stigmas, and championing the limitless possibilities that come from different perspectives—ultimately creating a more inclusive world for all.
The Transformative Power of Embracing Neurodivergent Talent
INVNT GROUP’s journey highlights the transformative power of embracing neurodivergent talent. As businesses seek new avenues for innovation, neurodiversity presents a unique opportunity to rethink traditional methods, bringing fresh perspectives to creative and operational challenges. By prioritizing support, fostering understanding, and adapting environments for diverse minds, companies like INVNT GROUP demonstrate that true innovation lies in the diversity of thought. As Scott Cullather emphasizes, the future of business is one where neurodiversity is not just accommodated but celebrated—fueling progress and shaping more empathetic, innovative, and resilient companies.
