how do you "punish" Zed after he uses W?

Title. I see it all the time in all the guides and answers on how to play against him as a mage "when he uses W for waveclear/poke, he has a big window you can punish him in". How the actual %%%% do you punish someone who just stays the %%%% back when his escape is down?? Seriously, EVERY Zed (who is not jsut playing him for the first time in a normal) I have played against just stays out of my way when W is down and farms with Q. So Then the title question comes: How do you "punish" Zed after he uses W?
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