About — Willow

We ditched values. Here's what we do instead.

The problem with values is simple: there's no direct line between a word on a poster and a behavior in the room. “Integrity” doesn't tell you what to do when a deadline slips or a client pushes back.

Culture is an outcome of behavior — not the other way around. So we wrote behavioral targets: concrete descriptions of how we act, grouped into the four categories below. On a continuous basis we call out day-to-day examples of each — to keep awareness high and build the habits.

The framework

ICCR — four behaviors we point at every week.

v1.0 · since 2018

01 · I

Seek improvement

We stay curious, stay wrong often, and stay optimistic — because pessimism is a choice and done is almost always better than perfect.

Curiosity rules You need to be wrong Optimism is a moral duty Done is better than perfect

02 · C

Offer and demand clarity

We listen to understand, not to prepare our reply. We create space for honest conversation and we write and speak in English so nothing gets lost in translation.

Listen to understand, not to react Create a safe environment Speak and write in English

03 · C

Be committed

We think before we commit — and once we commit, we show up on time, prepared and present.

Think before you commit Be on time, prepared and present

04 · R

Show respect

We speak up rather than stay quiet. We write decisions down. We make clear agreements on how we communicate — and we treat urgency as something to name, not assume.

Speak up Write decisions down Clear agreements on communication What is urgent needs to be clear

— This is how we hold each other accountable, without a poster in sight.

Lean, founder-led, in-house, senior

See open roles

Ludwig 🇧🇪01 / 03

CEO · Founder

Started Willow in 2018 when he was still living the Cali life. Deeply cares about leveling the playing for SMEs. Comes from an SME family himself. Pretty outgoing guy.

Koen 🇧🇪02 / 03

CTO

Joined Willow after having ran his own AI company for 8 years. Loves minimal and functional tech that gets the job done. Messy code = biggest nightmare. Pretty loud voice.

Ali 🇮🇷03 / 03

HEAD OF OPS AND FINANCE

Joined Willow as a CEO associate as Ludwig completely sucks at managing his emails. As AI replaced him, he decided to do something actually valuable. Pretty fun guy.