Building My First Product by Eating My Own Dog Food

As I continue to clarify what I want my business to be, the next big question has emerged:

What exactly am I going to sell?

I’ve been talking with a few trusted friends, mentors, and colleagues, and one recurring piece of advice has surfaced: Start with an introductory product—something simple, like an assessment.

Honestly? I love that idea.

Why Start with an Assessment?

Assessments and discovery work have been a big part of my past consulting engagements. I’ve done them for teams, departments, and full organizations. In fact, I consider it one of my core strengths. There’s something satisfying about cutting through the noise and helping people see their situation clearly—sometimes for the first time.

So the idea of turning that strength into a product?

I’m all in.

A Friendly Reminder: Eat Your Own Dog Food

A good friend recently gave me a classic piece of advice:

“Tom, if you’re not sure what to do next—eat your own dog food.”

Challenge accepted.

I’m designing this first assessment product for my own business. That’s right—Disruption Dynamics will be the first test subject. I’m a one-person shop, the smallest of small businesses. But if I can design a tool that helps me get clarity and momentum, it can probably help others too.

That makes this a kind of double win:

I create a product that helps people.
I validate it by using it myself.

A Product That Feels Like a Product

Here’s what I want this assessment to be:

Tangible. The output should feel like something you paid for and got real value from. I want it to generate maps, models, or visual artifacts that clients can print, share, or even hang on the wall.
Insightful. Every section of the assessment should provide a clear, useful takeaway—something that moves the business forward.
Reusable. If the deliverables can continue to guide you after the assessment is over, then I’ve done my job well.

In other words, I’m not just offering a conversation.

I’m offering something people can use.

Balancing Ambition with Sustainability

Here’s the thing though—this is a lot of work.

And like many solopreneurs, I’m facing the classic challenge:

There’s just too much to do.

One trap I want to avoid is moving too fast and burning myself out. I’ve done that before. This time, I’m committing to a more sustainable pace—one that lets me build thoughtfully without losing momentum.

What’s Next?

So here’s the plan:

Build the assessment.
Use it on myself.
Refine it based on what I learn.
Share it with a few early testers.

Eventually, it will become the front door to Disruption Dynamics—a low-friction way for clients to engage, gain insights, and decide where to go next.

Honestly? I’m pretty excited. It’s a little scary, sure.

But building something useful for people—that’s why I started this business in the first place.

The 99 Product Challenge