EXTRACT. The goods. The gold. The core. The message. The good off the bad. The key agenda of your opposition for a day. TRANSFORM. Into a value. A brand. A must-have (known). A share. A like. A unique blabla. A majority to be formed. A feeling of being right. DEBASE. A toxic waste. A problem that has to be solved by others. A far away point/land. A decade in coming future. A species now disappeared. A fake news.