Coffee mode and beer mode
I'm often mislabelled as "creative". It doesn't fit me and I don't like it.
But I do love exploring ideas and spotting unexpected opportunities. The best ones happen when I’m open to them. These moments aren’t random. We can create more of them than we think.
The trick? Knowing when to explore and when to focus.
Most people don’t. They either stay stuck in the idea phase or rush to execution too soon. The result? Forced, repetitive, and incomplete ideas.
Think of those stiff "brainstorming meetings" at work. Now, compare them to the free-flowing chats that happen after hours. One feels forced. The other, effortless.
That’s the difference between open and closed modes of thinking. Today, we’ll explore how to use both at the right time.
Let's try and fix that in this email.
At a glance:
Beer mode
Coffee mode
Double diamond framework
Beer mode (open mode)
A state of relaxation, curiosity, and play. This is where ideas emerge freely, without pressure or immediate judgement. A loose, exploratory mindset where unexpected connections can form. The period where you wander and let ideas take shape without structure.
This mode allows for serendipity. It fosters those "aha" moments that wouldn't occur under rigid conditions.
But, if you stay here too long, you risk idea overload without action.
It can still be structured, by simply setting time aside for a walk, journalling, or talk through ideas without constraints. Then, move into the next phase.
Coffee mode (closed mode)
A focused, structured mindset where decisions are made, and ideas take shape. It's the productive grind where ideas turn into execution.
In this mode, you're no longer brainstorming aimlessly but refining, structuring, and implementing. This is where strategy, deadlines, and clarity matter.
When you're ready to execute, eliminate distractions, set clear goals, and focus entirely on refining your best ideas.
Headphones on. Mouths closed.
The double diamond model
Bringing it all together, the double diamond model from design thinking helps structure this process into four phases:
Discover: Open mode. Exploring ideas without restriction.
Define: Narrowing down to the most valuable insights.
Develop: Experimenting and refining (a mix of open and closed models)
Deliver: Fully executing the final concept in closed mode.
The double-diamond framework
This way, you don't get stuck in either endless ideation of premature execution. You map your process onto this framework, which'll help you balance creativity and execution.
Escape the algorithm
Video: John Cleese on creativity in management (37 mins) - A speech from the legend in 1991 that still holds today. "Creativity is not a talent. It is a way of operating."
Article: Beer Mode and Coffee Mode by David Perell. "Our best ideas rarely come alive in busyness. In beer mode, you find inspiration. And in coffee mode, you harvest that inspiration."
Podcast: Optimise creativity and learning by Huberman Lab. We asked and he listened. New 30 min summarised versions make his knowledge more accessible.
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