As the HR & People Function Area Lead at What by When, there are lots of culture-related questions that float around in my head. In addition to our ideal clients, the type of people we want to join our team is very much in the forefront recently.
In processing this question, I’ve found it helpful to think of our WxW Culture as an inanimate entity. It exists, but it will evolve. And as it evolves, it won’t have a voice, represent values, advocate for itself, or send up a flare when dark side influences take root. Basically, it’s a timid high-school freshman about to encounter ALL kinds of new and *interesting* people. A common refrain from my formative years was “Show me your friends and I’ll show you your future” so let’s talk about the seven types of “friends” we want to bring in to help shape our culture’s future:
Inquirers
The embodiment of curiosity unbound by ego, Inquirers learn simply to know. They follow questions for the joy of the chase, often without expecting answers or an immediate application of the knowledge. Novelty sparks their minds, and they gladly lose themselves down rabbit trails others might ignore. For them, there is no shame in not knowing and they are always hungry knowledge of others.
Thread-pullers
These folks see signals where others see clutter or complexity. They are all about finding the pattern, noticing inconsistencies, and following hunches—refusing to stop until the hidden meaning reveals itself. Strategically minded and quietly obsessive, Thread-pullers want resolution. Their minds are attuned to cause and effect, and their satisfaction lies in untangling the knot.
Listeners
Listeners practice deep inward listening and sharp external attention, catching the signals others miss: a shift in tone, a silence that stretches too long, the insight beneath the surface. Their presence invites clarity, not by steering the conversation, but by holding space where truth can surface. They unify themselves to better unify others. If you’ve ever coached someone into their own answer—or sat with a problem until its core revealed itself—you’ve felt the quiet power of the Listener.
Anticipators
You know those people who are always scanning for what others haven’t yet noticed? Those are our Anticipators. They carry contingency plans, a backup charger, and a backup for their backup charger. When disruption comes, they’re already in motion. Anticipators can get a bad rap as pessimists or anxiety-driven, but they are guardians of trust and keepers of stability in uncertain terrain. WxW is very heavy on optimism bias at the moment, DM me if you’re an Anticipator.
Knollers
Knolling is a method of arranging objects in a visually appealing and organized manner using parallel or right angles; Knollers arrange, organize, and bring order so ideas breathe more clearly. Whether it’s graphics on a slide or concepts in a system, they believe placement has power. Their work is calm, deliberate, and quietly beautiful. If you have a deep love for the elfa closet organization system (we love it too), you’re probably have some Knoller in you.
Cartographers
Where others see ambiguity, Cartographers sketch guidance. They create tools, maps, and frameworks that help others move through uncertainty with confidence. They’re equally at home with blank pages and half-formed ideas, translating chaos into systems and direction. They don’t just simplify, they synthesize. Two groups of cartographers – the brilliant writers of LEGO and IKEA instructions – deserve a callout here.
Up-enders
Ever been in a meeting where someone asks the question that makes everyone pause? That’s an Up-ender. They question assumptions, confront complacency, and refuse to let “the way it’s always been” go unexamined. Their talent lies in spotting where energy is stale—and jolting things back to life. They don’t seek conflict for its own sake; they seek truth, alignment, and motion.
So many things just *click* when you have the right people, and we want to spend our energy on client ideas, not triaging culture issues. Undoubtedly, we will need more safeguards (like an Anticipator. Seriously…reach out) but being careful about our Culture’s friends seems a good next step. Another next step for us founders specifically is unlearning the old dynamics (anyone know a good Life Coach?) so that WE’RE the best friends we can be to our WxW Culture, but that’s a whole different blog.
We hope to find more of OUR people soon, whether you are contractors, consultants or clients. If you resonated with any of the above, I bet there’s an idea we can work on together.
