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Eating your own dog food Eating your own dog food, also called dogfooding, is when a company uses the products that it makes. Dogfooding can be a way for a company to demonstrate confidence in its own products, and hence a kind of testimonial advertising. A company that eats its own dog food sends the message that it considers its own products the best on the market. For example, Microsoft and Google emphasize the internal use of their own software products. Microsoft is the most prominent example of a software company known for dogfooding. In 1988, Microsoft manager Paul Maritz sent Brian Valentine, test manager for Microsoft LAN Manager, an email titled "Eating our own Dogfood", challenging him to increase internal usage of the company's product. From there, the usage of the term spread through the company. The company has not merely considered the value of the product for consumers (that is, whether the dog will eat the dog food), but actually is a consumer of their product. When properly executed, this can add a new level of sincerity to advertising and customer relations, as well as helping to shape the product. The idea behind "Eating your own dog food" is that if you expect customers to buy your products, you should also be willing to use them. This slang was popularized during the dotcom craze when some companies did not use their own products and thus could "not even eat their own dog food" . An example would have been a software company that created operating systems but used it competitor's software on its corporate computers. InfoWorld commented that this needs to be transparent and honest: "watered-down examples, such as auto dealers' policy of making salespeople drive the brands they sell, or Coca-Cola allowing no Pepsi products in corporate offices ... are irrelevant." The risks of public failure when using a company's own products may explain the limited amount of public dogfooding. A perceived advantage beyond marketing is that it should allow employees to test the products in real, complex scenarios, and it gives management pre-launch a sense of progress as the product is being used in practice. In fact, the phrase "eat your own dog food" can mean two things. It can refer simply to a company using the products that it makes to carry out its own day-to-day business. Microsoft is a well-known example of a company that emphasizes the use of its own software products inside the company. The other meaning of the phrase "eat your own dog food" refers to a company testing the
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