Our Team
We're a small team building something we wish existed. Here's who we are.
Sarat Pediredla — Founder
I built and ran a digital consultancy called hedgehog lab for 19 years, from 2007 to 2025. We grew it from nothing to a PE-backed, global company. I stepped down as CEO in early 2025.
Now I'm building thredspan because I spent nearly two decades wishing something like it existed.
I live in Newcastle upon Tyne.
Why I'm Building This
I love professional services. The craft of building consultancies, the relationships with clients, the challenge of growing something from nothing. I spent 19 years doing it, and I still find it fascinating.
But I also spent 19 years wishing I had better tools. Not another database dressed up as intelligence. A real thinking partner that could help me see what was coming, not just what had already happened.
If I can make running a professional services firm even slightly less painful for the people doing it, that's a life well spent.
The Longer Story
In 2010, at 29, I was diagnosed with Stage 3 bowel cancer. The prognosis was bleak. I was out of work for over a year. If not for my co-founder Mark Forster, who kept hedgehog lab alive during those dark days, the company would have shut down.
Fifteen years later, I'm still here with a clear bill of health. Thanks to the NHS.
That experience changed how I think about work, time, and what matters. I don't take any of it for granted.
After nearly two decades of building hedgehog lab through multiple PE transactions, a global pandemic that wiped out 70% of our revenue in two weeks, an AI pivot, and countless other chapters, I stepped aside in 2025. It felt like the right time.
My Values
Integrity. Trust is everything. Say what you mean, do what you say. If I commit to something, I'll do it. If I can't, I'll tell you early.
Curiosity. I'm always learning. I feel like I know very little, and that feeling keeps me asking questions. I'm open to feedback from anyone, anytime. I'd rather be corrected than remain wrong.
Philosophy
I'm influenced by Stoicism, Buddhist philosophy, and the 15 Commitments of Conscious Leadership.
The commitment that changed everything for me: taking full responsibility. Not for outcomes, but for my own part. During a difficult year in 2023, I caught myself blaming the market, the timing, the circumstances. The 15 Commitments helped me ask a harder question: "What is my side of the street?"
It's not a comfortable question. It's usually the right one.
Authors and thinkers who shaped me: Simon Sinek, Marshall Goldsmith, Brené Brown, Esther Perel, Pema Chödrön, Thich Nhat Hanh.
My Superpowers
These are the things I'm genuinely good at. Lean on them.
| Strength | What it means |
|---|---|
| Competition | I want to win. I want thredspan to be the best at what we do. This drives me to keep pushing. |
| Future-spotting | I see trends early and can usually tell where things are heading before it's obvious. |
| Pattern recognition | I see connections and themes that others miss. I can synthesise disparate information into a coherent picture. |
| Calm in crisis | When things get rough, I stay steady. I don't panic easily. |
| Relationship builder | I build trust and long-term connections. Many of my best relationships have lasted a decade or more. |
My Flaws
I believe in transparency about weaknesses. Not as an excuse, but so you know it's me, not you.
I avoid conflict. I spent years wrapping difficult feedback in diplomacy. Someone once told me they left without ever knowing how serious the issues were. I've worked hard on this, but I still catch myself softening things when the stakes are high.
How to help me: Just tell me directly. If you see me dancing around something, call it out.
I over-think. I can get lost in analysis, weighing options long past the point of usefulness.
How to help me: Ask me "Do you need to decide this now?" or "What's stopping you from deciding?"
I take too much on. I struggle to delegate. I struggle to say no.
How to help me: Offer to take things off my plate. Ask "Can I own this for you?"
If you see me falling into these patterns, please tell me. I mean it.
What I Expect
Own your work. Accountability without excuses. If you say you'll do something, do it. If you can't, tell me early.
Speak up. Challenge ideas. Raise concerns. Don't stay silent because you think I want to hear agreement.
Care about the craft. Take pride in what we build. Sweat the details.
What I Need From You
Honesty and directness. Tell me what you really think. Don't soften it.
Context before questions. Give me background so I can think properly. "What do you think about X?" works better than "Quick question."
Space to think. Don't expect instant answers on big decisions. I need time to process.
What You Can Expect From Me
Transparency. I'll share the real picture, good and bad. No spin.
Trust by default. I assume competence until proven otherwise. I won't micromanage.
Direct feedback. I'll tell you where you stand. I've learned that nice (protecting myself from discomfort) is not the same as kind (telling you the truth even when it's hard). I'm committed to being kind.
Communication
For decisions that need thinking, I prefer async. Written messages give me time to process and respond thoughtfully.
For things that are stuck, urgent, or emotionally complex, let's just talk. A quick call often saves hours of back-and-forth.
I read everything. I may not respond immediately, but I'm paying attention.
FAQ
Do you expect everyone to work the hours you do?
No. Results matter, not hours. Find your own balance.
How do you make decisions? When do you override people?
I default to letting people run. You're closer to the work than I am. If you want my opinion, ask. If you want me to decide, tell me. But don't wait for permission if you know what needs to be done.
Your feedback can be direct. What if it lands hard?
Tell me. I'd rather adjust than have you silently resent me.