Public W Cards

Show Your W

Answer Why, What, Where, When, Who, and How once, then show your decision-making with a clean card for the company, product, or initiative you are building.

WHYWHATWHEREWHENWHOHOW
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Ask The W
askthew.com

Ask The W

WHY

Fast teams make big choices in small moments. The risk is losing why each choice was made, and what it changed.

WHO

Product leaders, founders, builders, and AI agents working across product, engineering, sales, and operations.

HOW

It maps meaningful work history to decisions and outcomes, then shows when choices pull away from the North Star or what the next move should be.

WHAT

Ask The W shows the product judgement behind the work: what was decided, why it mattered, who owns it, and whether it moved the business.

WHEN

When work is moving quickly, priorities are changing, and the team needs to stay aligned on the principles guiding the path to the top goal.

WHERE

Across the places work already happens: code, docs, calls, chats, tickets, customer notes, and team decisions.

From this week's Wybe

W

Waymo

Waymo

WHY

Make city trips safer, calmer, and more reliable.

HOW

Self-driving fleets learn from real streets.

WHERE

Dense ride-hail corridors that need trust.

waymo.com
R

Reformation

Reformation

WHY

Fashion is the third most polluting industry.

WHAT

Sustainable womenswear, made on demand.

WHO

Women who care where clothes come from.

thereformation.com
P

Parsley Health

Parsley Health

WHY

Primary care treats symptoms, not causes.

WHAT

Membership-based holistic medicine.

HOW

MD plus health coach, with hour-long visits.

parsleyhealth.com
O

Oatly

Oatly

WHY

Cow's milk is hard on people and the planet.

WHAT

Oat milk for coffee, cereal, and cooking.

WHO

Anyone who used to reach for dairy.

oatly.com
J

Johnson & Johnson

Johnson & Johnson

WHY

Health is the foundation of everything else.

WHAT

Medicines, vaccines, and medical devices.

WHO

Patients, caregivers, and clinicians worldwide.

jnj.com
A

Amazon

Amazon

WHY

Customers want speed, choice, and cheapness.

WHAT

An everything store with everyday delivery.

HOW

Owned logistics and relentless service obsession.

amazon.com
P

Pfizer

Pfizer

WHY

Breakthroughs matter when health timelines compress.

WHEN

When disease burdens outpace existing care.

HOW

Scaled R&D, clinical trials, and manufacturing.

pfizer.com
B

Bechtel

Bechtel

WHAT

Complex infrastructure, energy, and industrial builds.

WHERE

Places where execution risk is enormous.

HOW

Engineering discipline from plan through commissioning.

bechtel.com
F

Flexport

Flexport

WHY

Global trade still runs on fragmented coordination.

WHAT

A freight platform for modern supply chains.

WHO

Teams moving goods across borders and modes.

flexport.com
P

Patagonia

Patagonia

WHY

Business can defend the planet it profits from.

WHO

Outdoor people who expect durable gear.

HOW

Repair, reuse, activism, and responsible materials.

patagonia.com
I

IKEA

IKEA

WHY

Good design should be available to many people.

WHAT

Affordable furniture for everyday living.

HOW

Flat-pack systems and modular stores.

ikea.com
M

Maersk

Maersk

WHAT

Ocean shipping and integrated logistics.

WHERE

Trade lanes connecting factories, ports, and shelves.

WHEN

When reliability matters more than distance.

maersk.com
C

Chipotle

Chipotle

WHY

Fast food can be fresher and more transparent.

WHAT

Custom burritos, bowls, tacos, and salads.

WHO

Hungry people who still care what is inside.

chipotle.com
M

Marriott

Marriott

WHY

Travel needs familiar care in unfamiliar places.

WHERE

Hotels and stays across global trip types.

HOW

Brands, loyalty, operations, and local hospitality.

marriott.com