“The Dogs Are Eating the Dog Food”

An apocryphal story: Trying to secure funding to bring their unique brand of dog food to the market, DoggieTech, LLC gets a meeting with a venture capital firm. Their presentation summarizes market growth trends. DoggieTech’s CEO highlights extensive market research on the likes and dislikes of dog owners in their target demographic. And with a dramatic flourish, they demonstrate the results of R&D to make dog food look and smell nicer for dog owners. The senior partner of the VC firm takes a look… and a sniff. “One question,” he says. “Are dogs eating the dog food?”

Every company introducing an innovative technology, product or service faces their own version of the dog food question. That makes third-party testimonials, case studies, success stories and customer-bylined articles so important for getting your story to stick with stakeholders.

Here are some of the articles and press releases I’ve written to prove that the dogs are eating the dog food:

Porous Pave, Inc. — manufacturer of a pour-in-place permeable paving material that incorporates recycled rubber: March 2015, May 2015, August 2015, August 2015

Xero Flor America (XFA) — at the forefront of the North American green roof industry as the exclusive distributor in the U.S. for the Xero Flor Green Roof System: February 2013, March-April 2013, April 2013, October 2013, January-February 2014, May-June 2014, June-July 2014

VAST Enterprises, LLC — materials science research and manufacturing company that develops and markets green building products: September 2009, June 2010, May-June 2011, January 2012, January-February 2012, February 2012

LiveRoof, LLC — the horticultural science company in the green roof industry: February 2011, October 2011, October 2011, March 2012, March 2012, March-April 2012, Spring 2012, July 2012, July-August 2012, August 2012

Outback Chair Company ­— manufacturer of hammocks and hanging chairs

Via Oncology, LLC — source of evidence-based cancer treatment pathways

American TeleCare, Inc. — pioneer in telemedicine technology and clinical programs

Henry Schein Medical Systems — developer of physician practice management and electronic medical record software

RES-Q Healthcare Systems — developer of staffing and scheduling software for hospitals

nParallel — designer of tradeshow exhibits and retail displays: September 2006, June 2013, July 2013