“Chow down on your own product” — the act of companies utilizing their own inventions internally before making them available to consumers — was a well-known concept in the technology sector. Were you aware that it emerged from Microsoft during the 1980s?
Through insights shared by Paul Maritz, a former Microsoft executive and seasoned tech leader, on a recent episode of TiE Seattle’s podcast “From Startup to Exit,” the clear genesis of this phrase has been revealed. It sheds light on how this notion transitioned from pet food advertisements to a fundamental principle within Microsoft and the broader tech industry.
Maritz detailed that the phrase originated with Jim Harris, Microsoft’s pioneer in OEM sales, who would inquire after presentations, “Indeed, but will the canines consume the canine cuisine?” as the ultimate litmus test for a product’s viability.
While the source of Harris’ inspiration wasn’t explicitly discussed in the podcast, it is believed to have stemmed from Alpo dog food commercials of the 1970s and early ’80s, as recounted by former Windows and Office executive Stephen Sinofsky in his book “Hardcore Software.” Actor Lorne Greene famously attested in the ads that he fed the product to his own pets.
At a challenging juncture, Microsoft embraced this phrase. The company was grappling to compete with Novell in the networking domain, and Maritz was entrusted with spearheading the LAN Manager project — a product with scant customers and minimal traction.
Maritz reminisced on the podcast about a pivotal moment when he conveyed a straightforward message to his team via email: if they lacked users, they needed to become their own. In essence, he emphasized that they must test their own product — or “eat their own dog food.”
Engineering luminary Brian Valentine rose to the occasion and established an internal server named \\dogfood, a moniker that endured and solidified the practice within Microsoft’s ethos. Over time, “dogfooding” became synonymous with engineering integrity and accountability: if you weren’t using your own software, why should anyone else?
Microsoft eventually made headway and eclipsed Novell’s dominance in the networking realm, owing in part to internal initiatives like dogfooding. The phrase, once exclusive to Microsoft, proliferated throughout the tech industry in the 1990s and 2000s as shorthand for internal testing and product assurance.
Presently, the practice of “eating your own dog food” has waned in popularity within the tech sphere, supplanted by milder terms such as “pre-release validation” or the more palatable “drink your own champagne.” Nevertheless, the fundamental principle persists: utilize what you develop, and ensure its efficacy — particularly before expecting others to rely on it.
Following his tenure at Microsoft, Maritz ascended to the role of executive vice president in Microsoft’s Platforms Strategy and Developer Group, ranking third behind Bill Gates and Steve Ballmer. He departed from Microsoft in 2000 after a 14-year tenure, subsequently serving as CEO of VMware, co-founding and helming Pi Corp., and leading Pivotal Software as CEO and chairman through its IPO in 2018.
The entire episode, delving into Maritz’s early encounters, leadership insights, and pivotal junctures at Microsoft, is part of the recent “Microsoft@50” series on TiE Seattle’s “From Startup to Exit” podcast, hosted by Shirish Nadkarni and Gowri Shankar. The series offers a compelling exploration of Microsoft’s journey over the years, making it a must-listen for tech enthusiasts.
