In most for-profit coworking models, free, all-you-can-drink coffee is included in your membership fee. Coffee helps to animate the space, and gives people a reason to get away from their desks Tony Hsieh, CEO of Zappos, argues that to encourage innovation and ideas, people need to have the opportunity to “collide” with one another, to interact. In a shared space, the common coffee pot, helps to provide an opportunity for partners to interact – because let’s face it, coffee is a necessity in the working world.