Eating your own dog food is a concept also referred to as dogfooding. This is when a company uses its own product which was made famous by Google and Microsoft who employ the tactic to test their products in real-world usage. Dogfooding can act as quality control, and can also be a kind of testimonial advertising. For leaders, it’s a way to truly understand what you have, help you set your future direction and understand the challenges your team face on a day to day basis.