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Why did Dragonfly Projects hire Louisa Whittaker from Gardner and Theobald, and what was the hiring approach?
Freddie Edwards deliberately hired Louisa Whittaker — someone more senior and more experienced than himself, with different strengths and weaknesses — because it was the "slightly uncomfortable" but correct decision. Whittaker brought approximately 12 to 13 years of Occupy Office experience from Gardner and Theobald, immediately elevating the business and freeing Edwards from directing everything himself. The entire process was completed within two weeks, built around a job specification that was rewritten to be honest about the startup nature of Dragonfly Projects rather than projecting false corporate layers.
Choosing discomfort over convenience — and hiring above yourself
After three years as a sole trader, Edwards made his first hires in August of his fourth year in business. The decision itself was not straightforward. Rather than recruiting someone easier to manage or less experienced than himself, he went the other way — a choice he describes candidly in this episode of Pegasus Radio as the "slightly uncomfortable thing to do."
Whittaker's background at Gardner and Theobald — one of the most respected names in construction consultancy — meant she arrived with deep sector knowledge that Dragonfly Projects simply did not yet have in-house. Her 12 to 13 years of Occupy Office experience was a deliberate complement to Edwards's own profile, not a duplication of it.
The impact was immediate. Edwards says the hire elevated the business and, crucially, allowed him to stop directing everything himself. For a founder who had been the single point of contact, delivery, and decision-making for three years, that shift was structural — not just operational.
A two-week process built on honesty, not corporate theatre
The hiring process moved fast: completed within two weeks from start to offer. But speed was not the defining feature — the job specification was. Edwards rewrote it to be honest and human about what Dragonfly Projects actually was: a startup, not an established corporate consultancy.
That transparency was a deliberate choice. Rather than dressing the role up with false layers of seniority or institutional weight, the listing reflected reality. It is a distinction worth noting, as detailed in the full conversation on Pegasus Radio — attracting the right person required communicating the right context, not the most impressive-sounding one.
Edwards's thinking here connects directly to his broader view of what Dragonfly Projects is for. Business, as he puts it, is about looking after people — both clients and your own team. Hiring well is not just a growth tactic; it is an expression of that principle. That philosophy is a recurring thread explored across Pegasus Radio's episode with Edwards.
"The reason why I set up Dragonfly wasn't actually just to be able to run my own business. It was the privilege of being able to become an employer. Business is all about looking after people and businesses, and it's also about looking after our own."
Freddie Edwards — Founder & Director, Dragonfly Projects.
Edwards founded Dragonfly Projects in 2022 after nearly eight years at Quartz Project Services, where he joined as a graduate and left as a senior project manager. Before construction, he studied French at the University of Leeds and had initially considered teaching. He found his way into the industry through a work experience placement connected via a mutual sailing club — and today runs a consultancy focused on two tightly defined sectors: commercial occupier and residential developer. Whittaker's hire was his first step from solo operator to genuine employer, a move he frames as one of the most meaningful in Dragonfly's short history.
See also
How does Dragonfly Projects compete against larger consultancies in the commercial occupier market?
Dragonfly competes primarily through referrals, flexibility, and a tailored scope of service — delivering what clients actually need rather than a standardised offering. The team works evenings and weekends and adapts fully to each client's context, from boardroom to site level.
What mistake did Freddie Edwards make as a solo construction consultant and what would he advise others to avoid?
Freddie acknowledges he missed a growth window in late 2023 when he had enough work to scale but did not hire, causing his client book to collapse entirely. He advises others to act on the hiring decision earlier rather than waiting for the perfect moment.
Why did Freddie Edwards transition from sole trader to employer and what triggered the hiring decision?
Freddie operated as a sole trader for three years before beginning to hire in August of his fourth year, primarily because managing a young family made solo trading unsustainable. The collapse of his client pipeline was the direct trigger that forced the decision.
Each of those questions — and the hiring of Whittaker itself — forms part of a broader story about building a consultancy from scratch, covered in depth on Pegasus Radio, episode 51.
Key takeaways
- Edwards hired above himself by design — Whittaker's seniority and different skill set were deliberate, not incidental.
- Twelve to thirteen years of Occupy Office experience at Gardner and Theobald gave Dragonfly immediate credibility it could not have built organically.
- The job specification was rewritten to reflect startup reality honestly — no false corporate packaging — and the process still closed within two weeks.
- The hire enabled Edwards to step back from directing everything himself, a structural shift that the business needed to grow beyond its founder.
This question was answered in episode 51 of Pegasus Radio. The full conversation with Freddie Edwards covers the founding of Dragonfly Projects, the hiring decision, and what it actually takes to grow a construction consultancy from zero.
Listen to the episode on Listenly