Companies are increasingly using crowdsourcing to identify promising ideas that they can translate into winning new products. Our past research highlights the promise of this trend: In the case of a major baby products firm, for example, the best user-generated ideas identified were even more innovative and provided better benefits to the consumer than the best ideas generated by the firm’s designers. In the case of the Japanese consumer goods firm Muji, we found that crowdsourced products sold better and were more profitable.