To distill is to remove what's expendable. A radical way of filtering, purifying. After all, in order avoid dillution – in an ocean of new media, new businesses and new markets – maximum concentration is required. Being essential is the only way of acquiring an audience that has the world at its fingertips. Distilling also means analysing solutions, defining substance. And if everything is ever getting easier, faster and cheaper, what's the solution to differentiate? Ideas! Essential, pure, filtered and unexpendable to the last drop. So, what idea will we distill today?