According to Inc, Sonos CEO Tom Conrad has been personally responding to angry customers on Threads following the company’s controversial app redesign earlier this year. The new app removed numerous features customers valued and delivered an inferior overall experience, creating what the source describes as a “self-inflicted crisis.” Conrad, who was appointed interim and then permanent CEO this year, has been directly engaging with frustrated users like one who called the app “the worst piece of shit software I have ever used.” Instead of corporate excuses, Conrad responds with acknowledgments like “We’ve made some material progress but there’s lots of work left to do” and invites specific feedback. This hands-on approach comes as Sonos faces growing tension between its premium hardware reputation and deteriorating software experience.
Why this matters
Here’s the thing: most companies handle angry customers exactly wrong. They hide behind PR statements or push people into endless support loops. But anger isn’t a threat—it’s an early warning system. When people stop complaining, that’s when you should really worry. It means they’ve stopped caring and probably stopped using your product entirely.
Conrad’s approach sends signals in multiple directions simultaneously. To customers, it says “we hear you and we’re working on it.” To employees, it communicates that fixing the app experience isn’t just a side project. And to investors, it demonstrates that leadership understands what’s actually broken. The crazy part? This kind of engagement scales better than you’d think. Not because the CEO can personally fix every problem, but because public accountability has ripple effects.
The bigger picture
Sonos spent nearly two decades building a brand around elegant, effortless home audio. Their hardware has always been top-tier—speakers that work together in ways competitors still struggle to match. But the software? It’s increasingly become the weak link. And when your app becomes the thing people complain about, you’ve got a serious brand problem.
What’s really interesting is that Conrad explicitly states he’s in his role “in large part to fix the app.” That’s remarkable candor from a CEO. He’s basically admitting that nothing else Sonos does will matter if they don’t get the software experience right. Think about that—the CEO of a hardware company acknowledging that software is now the make-or-break element.
Leadership lesson
So what can other leaders learn from this? Basically, you can’t delegate credibility. When your product breaks trust with customers, the repair job starts at the top. Customers don’t expect perfection—they expect honesty and accountability. And when things go wrong, they want to see the people in charge showing up with more than excuses.
Conrad’s Threads activity isn’t just about the individual customers he’s responding to. Look at the replies—he’s inviting countless others to DM him their issues. This isn’t a PR stunt. It’s a public acknowledgment that Sonos knows exactly where it fell short and is willing to own the work ahead. In an era where tech companies often feel distant and unaccountable, that’s refreshing. And honestly? It’s probably their best shot at saving a brand that’s been built over decades but could be damaged in much less time.
