Fizz, maxing W or E?

I have recently picked up Fizz after a long time, and I'm experimenting some builds, but the main thing is I'm not certain if maxing W is better over E. IMO he has one of the most broken DoT abilities, being his W, which acts as an execute, that's why I always max W. But what is actually better early game. W, or E? Thank you for any input, cheers
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