Professor João Crespo explains how placing energy where it matters in membrane separation, such as at the surface instead of the bulk, can significantly improve filtration by reducing mass transfer limitations and combating concentration polarization. He shares insights into the challenges of turning ideas into real products, drawing from his spin-off company that recovers bioactive compounds from olive oil waste. He emphasizes that success requires more than technology—it depends on making products practical, market-ready, and accepted. For instance, he suggests a future where fresh water from desalination becomes waste, and the real value lies in extracting minerals from brine, like magnesium, which is widely used in batteries, fertilizers, and lightweight materials for cars and planes.