by Brooks Borden - 7MS Editorial
Recently, Aaron had the chance to join Park Howell on the Business of Story podcast—a show dedicated to helping leaders, marketers, and creators sharpen their storytelling craft. Park’s been in the game a long time, and the conversation felt like less of an interview and more of a creative jam session.
In it, Aaron shares a concept he’s been refining for years: that great stories aren’t always written or invented—they’re caught. They come from paying attention. From staying curious. From looking at ordinary life and asking, “What’s the story here?”
Listeners will hear Aaron and Park explore themes like: the tension between preparation and spontaneity, the power of short-form narrative, and the belief that even the smallest personal story can carry big meaning. But this conversation also explores new ground—especially when it comes to how story catching can be applied in business, leadership, and brand building.
The episode is both a look behind the curtain and an invitation for anyone who’s ever thought, I think I have a story to tell, but I’m not sure where to start.
You can listen to the full episode here: