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How FLOWN took off
It all started with a creative funk, a puppy, and a sparkle of inspiration. Let us explain…
The creative mission
When serial entrepreneur Alicia Navarro exited her ad tech company after 11 years, she sought spaces that would unleash her creativity. She had books to write, companies to start, life decisions to make! But she was sick of WFH, and co-working spaces sapped her of inspiration.
The research trip
So, she bought a car and a puppy, and went on a three-month road trip around France and Spain, trying to find spaces to work remotely.
The reality
But here she hit another snag. Wifi quality was hard to gauge from Airbnb listings. Desk space, even when provided, was generally lacking power sockets and lumbar support, or was crammed in a dark corner rather than taking in the best view in the property.
The spark
She then discovered Cal Newport’s book Deep Work. It backed up her convictions with a wealth of research on how modern work fails to foster inspiration. And that modern living, with the constant pings from IM, social and email, is eroding our ability to focus on the big stuff.
The experiments
Having validated the need for spaces to do deep work, Alicia devised a model to make deep work accessible to many, and embedded into the way we work and think. Her idea provided both properties for doing deep work, and software tools for getting into deep work states mentally.
The plunge
Just as she was preparing to pitch to investors, Covid hit. The pandemic massively opened minds to the feasibility and benefits of remote work. Alicia raised her investment, hired a team during lockdown, and launched FLOWN just as the Covid restrictions eased.
Take-off
Having validated the need for spaces to do deep work, Alicia devised a model to make deep work accessible to many, and embedded into the way we work and think. Her idea provided both properties for doing deep work, and software tools for getting into deep work states mentally.

That’s FLOWN. We now invite you to be a part of our onward journey, and enjoy the fruits of working deeply.

Join FLOWN now
Our mission: To weave deep work principles into the working lives of 100,000 people by 2023

What are deep work principles?

These are the ingredients that make up a creative, productive and fulfilling work life...
Focused bouts of deep work
Schedule and prioritise time amid your normal shallow work to do distraction-free deep work sessions.
Ergonomic and healthy setup
You can't be effective at work if your body and mind aren't taken care of.
Intersperse work with play, learning and exploration
Switch off with play and exploring unrelated ideas – research shows you’ll return to work with new perspectives
Make the 'grand gesture' of getting away
Take yourself to a new space now and then to do deep work – a powerful psychological trigger to staying focused
Rituals for accountability
Embrace secular rituals that connect you with peers and gently hold you to account to hit your goals
Get out into nature
Enjoy the natural world – science shows it enhances wellbeing, problem-solving and creativity

FLOWN membership offers tools and services that help instil these principles into your life. Do great, fulfilling work – join today

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