Jacquie Robison founded WAWOS (We're All Working on Something) after her daughter was diagnosed with mild cerebral palsy. Recently, Jacquie was asked to share some of her experiences launching a multi-national nonprofit in the disability inclusion space. Her advice isn't just about charity; it’s about a radical shift in how we view inclusive design and community-led entrepreneurship.
Here is practical business advice inspired by Jacquie’s journey and the 'WAWOS way.'
Traditional business models often ignore the "outliers" (in this case, people with disabilities) because they seem like a small market. Jacquie’s approach turns this on its head. By designing for children with assistive devices, she created an offering that is fun, easy to attach to any frame, and truly reflects the user.
The Lesson: When you solve a problem for a specific, under-represented group, you often discover innovations no one else has considered.
Jacquie’s first insight that led her to launch the nonprofit, was that a walker didn't have to just look "clinical." Their flagship program, WAWOS Wear, focuses on style, vibrant colors, and "cool" factors because children (and their parents) want to feel seen and celebrated beyond a diagnosis or device.
The Lesson: Don’t stop at simply accepting the utility of a product and allowing it to sacrifice the humanity of the user. The aesthetic and emotional experience is a functional requirement, not a luxury.
WAWOS grew because it was rooted in the lived experience of the community it serves. Jacquie didn't guess what parents and their children living with physical disabilities needed; she lived it. Adding programs like WAWOS Wishes, WAWOS Community Events, and WAWOS in Schools, have all addressed gaps that exist for everyone and build empathy and understanding.
The Lesson: Shorten the distance between your "design desk" and your "end user." If you aren't co-creating with the people who will actually use your product or service - and don't take time to understand their friction points with the current environment - you are building on assumptions.
The name "We're All Working on Something" is a powerful piece of branding. It levels the playing field, suggesting that everyone has their own "thing" they lean on, whether it's a walker, a pair of glasses, or a morning coffee.
The Lesson: In marketing, reframing a perceived weakness into a shared human experience builds instant trust and brand loyalty.
Nonprofit founders are the ultimate "scrappy" CEOs. Jacquie’s success comes from finding partners who share the mission rather than just chasing the biggest check.
The Lesson: Look for strategic alignment over simple transactions. A partner who understands your "Why" will provide 10x more value in network and longevity than a disconnected investor.
"It’s about making sure every child feels seen and welcomed into spaces; and that means not just navigating the world, but making sure they know they belong in it. When you design products and programs for complex needs, you create a better standard for everyone." -Jacquie Robison, Founder WAWOS and WAWOS Canada