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Highlights from the conversationThe concept is the most important thing, because that's really what paints a picture in people's headsWe're always asking how can we exaggerate that idea? How can we make it really, really clear with every element?If you filter yourself, you run the risk of blending in with everyone elseIf you can use storytelling to bring those ideas to life in people's minds, then you don't need to convince them because they'll inherently understand itWe look for people who are ambitious and naturally want to create brave work. We also, um, create an environment where it's okay to put your neck out and try different thingsReally being a cheerleader – giving people that boost and telling them that their work is really good More about Luke Woodhouse Luke Woodhouse is Creative Director at Ragged Edge, a branding agency for changemakers.After working in branding agencies in London and Sydney, Luke landed at Ragged Edge and saw an opportunity to help build a team and an approach for people who car