Thomas Pendergast Vladeck home

Being your own customer

Recently I’ve been idly thinking about companies that have the good fortune of being their own customer. I think this is an extremely valuable place to be, because it gives you the best possible insight into your product, and insulates you from losing touch with your product’s market.

Some examples I think of:

I wonder though, if this is possible only for B2B (or even more narrowly, enterprise) products. Can consumer-product companies be their own customers. Of course their employees can; but is that enough?