When Was the Last Time You Ate Your Own Dog Food?

What an MRI Taught Me About Empathy, Anxiety, and Client Experience

We say it all the time in business: “eat your own dog food.”

Meaning, test your own process. Walk through your client experience. Feel what it’s like to be on the other side.

But when was the last time you actually did that?

I had a rather vivid reminder recently—in an MRI suite of all places.

A Lesson From the MRI Table

I had to get an MRI, and I was nervous. For the staff, it was just another Tuesday. They show up, do their work, and go home. For me, it was foreign territory.

They were running about 45 minutes late and didn’t communicate it. When it was finally time to change, the scrubs were disorganized. My anxiety peaked, and I burst into tears.

The technician initially looked away, then thought better of it and asked if I was okay. I nodded through tears and spent the rest of the scan crying quietly inside the machine.

The whole time, I kept thinking: When was the last time this team ate their own dog food?

If they’d walked through the process from the patient’s perspective—someone unfamiliar, scared, and out of control—what would they see? What small touches could make the experience more seamless, more human?

The Familiarity Trap

That experience has stuck with me because it mirrors something that can happen in any business—mine included.

At Kwedar & Co., we know what to expect in every phase of our client journey. We know the strategy will come together, the story will take shape, the outcomes will follow.

But our clients don’t know that. They may come to us after a bad experience. They might be nervous about investing again. They might just not know what to expect.

We can’t assume confidence simply because we know the ending.

That’s why it’s worth periodically walking through your own process like a brand-new client. What moments could cause unnecessary confusion or anxiety? What would comfort, reassure, or delight them instead?

The “Dog Food” Challenge

Here’s my challenge to fellow leaders and service providers:

• Schedule time to audit your own client journey.

• Walk through every touchpoint—onboarding, communication, reporting, offboarding—as if you’ve never seen it before.

• Ask yourself: Does this process feel clear, calm, and confident?

If not, it’s time to make adjustments. Because familiarity is the enemy of empathy—and empathy is the heart of every great client experience.

When was the last time you ate your own dog food? What did you discover? Need help taking a look at your client journey?

About The Author

Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, and is a frequent podcast guest.

Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.

To connect with Lauren, please send an email above, or book a consultation.