. >> from cords to kitchen spatulas, starting up with ben kaufman, as an entrepreneur, he taps the wisdom of the crowd. >> we wanted to develop a new consumer product every single week. so immediately, we had inventors and people with ideas right away. they come up with the best ideas on a weekly basis, and those ideas moved through the product development process. the best of the best wind up on retail shelves all over the world. >> we have the quirky inventor. >> and the revenue goes back to the community of inventors and creative people who helped us come up with the ideas. >> so many people are trying to harness the crowd and the social media, how do you did that? >> the community helped us every step of the process, choosing the names, the type of product. then when you post your idea on quirky, of course you tell your family to go vote for it. every time you buy a unit off the shelves, a,000 people get paid. >> so what are the most successful products that you can think of. >> one product we love is the pivot power, it was submitted by a student from milwaukee, wisconsin, who needed

. >> from tangled computer cords to kitchen spatulas, solving life's quirkiest dilemmas drives ben kaufman as an entrepreneur, inventing more inventors. consumer products company quirky.com taps the wisdom of the crowd. >> we launched quirky and said we want to develop a brand-new consumer product every single week. we had inventors and creativity people posting the ideas. the world comes in and votes and rates and comments on what are the best ideas on a weekly basis. those ideas actually move through the product development process. hands up if you like it. the best of the best wind up on retail shelves around the world. we have a quirky inventor unanimous. congratulations. 10% of revenue goes back to the community of inventors and creativity people who helped us come up with those ideas. >> so many people are trying to harness the power of crowds, the power of social media. how did you do that? >> the community helps us in every step of the process. they help us choose the color, the name, the material, the finishes of our product. when you post your idea on yi g quirky, of course you'l

sanjay gupta profiles ben kaufman, founder and ceo of quirky.com. >> i really enjoy the design and thereative process and pulling little levers and tweaking little details from a design perspective. what really gets me excited is when i literally hand an inventor their product for the first time. a product they can see on a napkin and post it on the internet. here i am some random dude handing it to them and it is a real life physical thing they'll be able to buy at target next week. that to me is the most special part of the project. [ male announcer ] it's a golden opportunity... to experience the largest, most efficient line of luxury hybrids on the road, including the all-new esh. ♪ while many automakers are just beginning to dabble with the idea of hybrid technology... ♪ ...it's already ingrained in our dna. during the golden opportunity sales event, get great values on some of our newest models. this is the pursuit of perfection. get great values on some of our newest models. it's something you're born with. and inspires the things you choose to do. you do what you do... because

but we put ben kaufman on is list because quirky opens up these paths of creativity and invention allowingundreds of thousands of people to share their ideas and possibly see some of those ideas come to life. for more on this show and other agents of change, go to