I've been having more coffee meetings over the last few weeks. And one of the things they are doing -- besides making me jittery -- is reminding me that at least two things happen during bear markets:

1. Conviction gets tested.

2. People get really creative.

Let's start with number one. It's easy to have conviction in something when it's obviously working and lots of other people are doing it. But what about when that is no longer the case?

Take the example of Amazon. In this 2018 post by Fred Wilson, he reminds us that at the peak of the internet bubble in 1999, Amazing was trading at around $90 per share. Two years later it was somewhere around $6 per share. And it was not until 2007 that Amazon would start trading above its peak again.

In hindsight, holding on was very obviously the right thing to do. But to do that from 1999 to 2007, you would have needed patience. And to have patience, you would have needed a high degree of conviction in Amazon as a company and in the internet as the harbinger of an important societal shift. That wouldn't have been easy -- just like many things today are not easy.

At the same time, bear markets force people to get really creative -- we're now onto thing number two. In this case, it's not a question of patience. It's, "the thing I was doing before no longer works and I don't know if/when it will work again, so I'm going to get creative and try something new." Bear markets give you this wonderful opportunity because the opportunity cost of not doing the status quo disappears (or greatly reduces).

On some level, though, these are two contradictory things: are we sticking to our guns or are we trying something new? But in my mind, you want both. This is not about saying, "lots of people used to want to buy cryptocurrencies and condominiums, but now a lot of people don't, so I'm going to move onto the next hot thing." It's something more calculated than this.

To return to Amazon, I think it's akin to Jeff Bezos' old mantra that you want to be stubborn on vision, but flexible on the details. Right now, lots of people are being forced to be flexible. But the vision part is what you still need conviction around. Otherwise, how will you get to where you want to go?