They hire engineers, start prototyping, and trust that smart people and enough capital will solve the hard parts along the way. They often discover too late that it won't. The most expensive mistakes in hardware aren't engineering failures — they're untested assumptions that never got questioned until the runway was gone.

You need someone who's been here before

I'm Steve Horowitz. I've spent 20+ years sensing across physical, chemical, and biological systems — and the last decade specifically guiding hardware startups through the critical technical feasibility phase. I've worked with sensing-dependent products across IoT, wearables, industrial systems, smart home, and health applications.