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INVNT® Founders Share Key Ingredients for Modern Business Growth in New Book

SOURCE ForbesBooks

Scott Cullather and Kristina McCoobery Release "Challenge Everything" with ForbesBooks

This release is posted on behalf of ForbesBooks (operated by Advantage Media Group under license)

NEW YORK, Dec. 3, 2019 /PRNewswire/ -- 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.

Scott Cullather Releases "Challenge Everything" with ForbesBooks

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, not 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-to 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 today.

About Scott Cullather and Kristina McCoobery

Partners in business and in life, Scott Cullather, and Kristina McCoobery launched INVNT™, the global live brand storytelling agency™ in 2008 – at the height of the global recession – with the aim of challenging the live event industry with a new kind of agency model, attitude, agency culture and results-driven approach. Eleven years later and with a combined 50 years' experience between them, they and a talented team of INVNTrs around the world have built the agency into one of the fastest-growing in the business, with a visionary culture, global offices, a powerhouse client list, and a stunning portfolio of game-changing work that's incited audiences to take a stand, make a choice, and pick a side. Visit and

Founded in 2008 by Scott Cullather and Kristina McCoobery, INVNT is the global live brand storytelling agency™. The company's 'challenge everything' positioning statement helps clients including General Motors, Grant Thornton, Merck, PepsiCo, Samsung and Subway share their stories-live-with every audience that matters. 'The tribe' is INVNT's diverse, talented and creative team behind the stories and brand experiences that people just can't stop talking about. INVNT's offices are strategically located in New York, where INVNT's story studio, HEVE is also based, London, Sydney, Detroit, San Francisco, Washington D.C., Stockholm and Singapore. For more information visit

About ForbesBooks

Launched in 2016 in partnership with Advantage Media Group, ForbesBooks is the exclusive business book publishing imprint of Forbes. ForbesBooks offers business and thought leaders an innovative, speed-to-market, fee-based publishing model and a suite of services designed to strategically and tactically support authors and promote their expertise. For more information, visit

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