Today people use social media to interact with one another regardless of geographic boundaries, easily sharing information, discussing common interest, collaborating on ideas, and building a network of relationships. Consumer are also using their social networks to seek advice, discuss and offer recommendations on products and services. Companies who are engaging in social media strategies aimed at facilitating engagement and two-way conversations (crowdsourcing) with customers provide insight that can and does impact product design, development and even the production of goods and services. This ability to gain product feedback in a relatively inexpensive way is quickly becoming one of social media’s biggest benefits. Monitoring social networks is a good first step to using social media in product development. Product designers and managers can not only learn what customers like an don’t like about their products but can also get ideas on improvements as well as what new features and functions might appeal to consumers in the future. A company that is not only using the wisdom of social listening for product development but was also built on crowdsourcing is Sundial Brands. Sundial Brands learned early on that listening and acting upon what was said was one of the clearest ways to show that the brand cared. The Sundial Brand Story Born in Liberia, Sundial Brands CEO Richelieu Dennis came to the United States to attend renowned business school Babson College. Driven by his passion for entrepreneurship and sustained by a vision to fill unmet consumer needs, Richelieu partnered with his best friend and college roommate, Nyema Tubman, to pursue a bold concept: address skin and hair care issues traditionally ignored by mass market companies. Drawing from deep traditions born out of his family’s roots in Africa and passed down to him from his grandmother, Richelieu incorporated four generations of recipes, wisdom and cultural experiences into natural bath and body care products, co-founding Sundial with his mother – Mary Dennis – and Nyema. Sundial remains true to the deep family legacy and inspiration of Richelieu’s grandmother, Sofi Tucker. Building upon her foundation, Sundial’s products are inclusive, serving all people to address underserved issues such as hyperpigmentation, dark spots and the special needs of textured hair, as well as consumer demands for efficacious natural products.