We Design & Build Your Hardware

We design & manufacture
Industrial, medical, & consumer electronics
Small enough to fit in an oven

HQ in San Diego, CA. Manufacturing at our wholly-owned factories in Tijuana, Mexico and Dongguan, China.

Connor Bush

36 hours in San Francisco! 

Had a blast cruising around with Kassie Betts & Derek Jackson, MBA 

Great to get some on-site time with:
Dave S Desrochers Intercreate 
Jonathan Thai Hatch Duo LLC 

Super neat to see Optivolt IRL!

Bonus points for this city having some awesome gluten-free baked goods and epic sunrises for my morning run! 

Way too many cool hardware things happening in the bay area. Will be returning ASAP.

Connor Bush 🔋🖥📟

We Manufacture Your Hardware at Scale (USA, Mexico, & China) | Ecosystem, Pipeline & Partner Strategy

My microwave broke today. While shopping for a replacement, I realized it’s a perfect metaphor for the mistake many hardware teams make when vetting manufacturing partners.

Think about it:

The Baseline: It’s a given that a microwave must heat food. If it doesn't, it’s not a microwave. Similarly, a CM must be able to build your device. If they can’t meet the technical floor, they aren't in the conversation.

The Retail Experience: I looked at Walmart, Best Buy, Lowe's, Home Depot, and Amazon. The prices are all within 10-20%. Since the product and price are similar, I’m actually choosing based on the "parking lot" experience...

Is it easy to get to? What is the return policy? Is the customer service helpful when things go wrong? What else is in the neighborhood? Do I like to shop there? What other things are on my list? Do I have a rewards account? 

Here is where most founders get it wrong.

With a microwave, you buy it, take it home, and hopefully never talk to the retailer again. It’s a transaction.

A CM relationship is a marriage.

If you are just "spray and pray" quoting based on the lowest number, you are ignoring the parts of the equation that actually determine if your program succeeds:

The "Parking Lot": How is their logistics agility? Is it a nightmare to get materials in and out?

Customer Service: When a line stops, or a component goes EOL, do they answer the phone, or are you just a ticket number?

RMA & Warranty: How do they handle it when things go wrong? Because in hardware, they will.

Cultural Alignment: Do they actually care about your product, or are you just "filling a gap" in their capacity?

If you're picking a partner solely on the "heating food" part and the sticker price, you’re missing 80% of the value.

In a transaction, the parking lot is a convenience. In a CM partnership, the "parking lot" is your lifeline.

Don't just buy a microwave. Find a partner you actually want to be in the kitchen with for the next five years.

Last weekend I decided to build a storage rack system for the garage.

Drew up the plans.
Bought the lumber.
Cheaper than buying one.
Fun Saturday morning project for the kids and me.

It was step one in a master plan:
* Clear the yard > clear the garage > reorganize the house.

Everything staged. Ready to build.

Five minutes in… I realize my circular saw doesn’t have enough depth for the lumber. 

Facepalm.

Now it’s been a week.
I’m researching new saws.
Spending more than planned.
And the entire project is off schedule because of one 'tooling' oversight.

Too many parallels to hardware manufacturing.
You can have 99% of the components in place…
Missing one “insignificant” capacitor?
Whole build stops.

Tooling costs money.
Tooling takes time.
Test as you go.
Slow is smooth. Smooth is fast.
I should have known better.

It’s CNY. Much of the supply chain is paused.

Which makes this your quarterly reminder:

If you want to ship in 2026, you should already be in motion.

Because it’s not just quoting and tooling.

It’s:

EVT / DVT / PVT.
Certifications.
Longest lead components.
Line setup.
Test fixtures. 
Packaging. 
Shipping. 
Tariffs. 

And then the things you didn’t know you forgot.

This isn’t urgency.

It’s math.

Physics and lead times remain undefeated.

Shoutout to the homie Mike Klein for the launch of Lens Lizard!

If you drive a vehicle, this product is for you!

Open article: Lens Lizard: A remote controlled backup camera cleaner by Mike Klein — Kickstarter by kickstarter.com

Lens Lizard: A remote controlled backup camera cleaner by Mike Klein — Kickstarter

One of the most common missteps I see first-time hardware innovators make:

They build their manufacturing timeline assuming everything will go to plan.

Which is interesting ... b/c in almost no other area of life do we assume a flawless first attempt. 

You do not expect to downhill mountain bike the first time you try to ride a bike.

You do not assume you'll set your campsite up perfectly the first time you go out. 

You do not enter a chili cookoff the first time you've ever made chili.

Yet, when it comes to electronic device manufacturing -- somthing full of firsts like:

- tooling
- NPI builds
- test fixture development 
- sourcing & procurement 
- certification testing
- packaging
- logistics

... the timeline is often built on the assumption that everything will go off without a hitch.

I see this most often when a founder commits to a lunch date for kickstart, a retail partner, or an investor expectation. 

** A HUGE COMMITMENT. 

Can a product go from greenlight to production in 6 months? 

Sure. 

But in reality, 8-12 months is far more common once iteration, supply chain friction, and testing are factored in. 

We don't plan for perfection is almost ANY other area of life.

So why do we do it with hardware? 

--------
*gets off soap box

Happy Friday 😅

I'm heading to ISC West! 

See you there?

#ISCwest #iscwest2026

We're excited to help celebrate Z-Wave Alliance's 15 Years in Monitored Security during their networking event at ISC West in Las Vegas! 

Will you be at ISC West? You can join in on the celebration too! Grab a cocktail, enjoy some tacos, and connect with fellow industry leaders and smart home innovators at this fun happy hour.

Details:
Wednesday, March 25 from 5 – 7 PM
Cañonita Restaurant in The Venetian Resort 
Free to attend — register in advance here: https://lnkd.in/gaPZP8BW

Moshe Pesach

Demand Generation Advisor

A B2B GTM and Growth Advisor who helps B2B leaders build an unstoppable growth machine | 3X Your LinkedIn Sales Conversations | Check our "LinkedIn Growth Machine" program in the link below.

In today's busy world, it's no surprise that getting leads to show up for sales meetings has become harder than ever. 
Even if you have the best product and solution for your target market, and have the funding to accelerate growth but can’t figure out how to: 

* Generate high-intent sales leads
* Generate demand and brand awareness in your market
* Turn your marketing efforts into sales pipelines

… then you’ll never be able to hit your sales targets and scale your revenue growth. 

Do you know how successful B2B tech companies overcome this challenge?

They move from “Lead Generation” tactics to Demand Generation methods.

However, there’s a catch…

Demand generation is complex. 

No one teaches how to actually do it or outlines a clear strategy or a framework. Except for some really cool podcasts and thought leaders that talk about parts of their demand generation success, it's very hard to find someone who can actually help you.

With the right demand generation operation, tech companies can increase marketing contribution to revenue, reduce speed to close and customer acquisition cost, and become an essential part of company growth.  

I’m more than convinced that our demand generation strategy, operation framework, practical playbooks, and super talented and experienced team, can help you Step Up your marketing game. 

I can also share with you that companies like WalkMe, Syngenta, Okta, Monogoto and others have adopted our demand generation strategy to impact their revenue. 

How do we do it?

We are solving the 3 main frictions in B2B marketing:
1. Bad Messaging - B2B buyers hate generalization. They want personalized content and offers that can solve their specific pains. We help find the right messages, content strategies, and offers to engage and increase conversions. 
2. Bad Funnels - B2B sales cycles are long and complex. We help create the ideal buyer's journeys with enough touchpoints that make the buyer understand why you are their best solution. 
3.  Bad Execution: We have proven playbooks, templates, and frameworks that are executed by some of the most experienced and talented marketers in Israel.

This makes me convinced we can help you, and because I appreciate your valuable time, I’ll make you this promise:

If you think our strategy and framework are not good enough for you and your company - I’LL GLADLY PAY YOU $100 for your time wasted! 

And we'll still be friends. What say you?

Talk soon,  
Moshe.

Co-Founder and CEO

The Leading Demand Generation Agency in Israel

StepUp help B2B Tech and Industry leaders to systemize their revenue growth. We help our clients fill up their pipeline with qualified prospects and win deals faster by optimizing their customers’ buying experience. We use a unique Demand Generation Framework that has been used and tested on the best companies in the world to sharpen our customers' Go-To-Market strategy and accelerate their growth. 
Ambitious companies who raised funds and need a scaled and accelerated growth machine, come to us to push boundaries and step up their growth operations.


לא מצליחים לעמוד בקצב של כלי ה-AI? מרגישים שהכל קורה כל כך מהר, ואין לכם רגע לנשום? אז בואו לנשום רגע ביחד, (בין אזעקות וצפצופים), בוובינר הקרוב שלנו. 
 
כי הפעם אני מארח את Elad Flishko האלוף!
מנהל מכירות בכיר, מומחה באאוטריץ׳ חכם עם כלים מתקדמים. 
 
 2026 GTM Practices - 10X SDR SYSTEM
איך מנהל מכירות, עושה עבודה של 10, לבד!
רביעי - 4.3 | 11:00 בבוקר, בזום!
 
(לינק הרשמה בתגובה למטה)
 
אלעד הולך להראות לנו
איזה מהפיכה טכנולוגית עברה על עולם המכירות.
 
כולם מבינים שלהוציא אלפי הודעות לרשימות לידים קרים, עובד פחות טוב מפעם. זה עלול אפילו לפגוע במוניטין של החברה. 
 
מצד שני, לאסוף סיגנלים של לידים ״חמים״ כל יום מהלינקדאין, או ממקומות אחרים, לוקח שעות על גבי שעות, וליצור הודעות ולפנות אליהם זה פשוט מתיש ולא אפקטיבי. 
 
עכשיו יש AI!
נכון, אבל....
 
כדי לבנות מערכת שיודעת:
- לסרוק סיגנלים מלינקדאין ומקומות אחרים
- לזהות מי מהם הלקוח הנכון
- לאסוף עליו פרטים כדי להכיר אותו יותר
- וליצור לו פניה אישית עם הצעת הערך הנכונה של החברה...

להקים כזאת מערכת, הופכת אותך ממנהל מכירות, למהנדס תוכנה ו-טכנאי AI.

בוובינר הקרוב נשתף:
- איך אפשר לפנות ללקוחות הנכונים
- אחרי שזיהינו שהם מתעניינים בנושא
- ופונים אליהם בצורה אישית עם ההצעה הנכונה
וכל זה, מבלי לבנות שום דבר טכני, אלא פשוט למכור בסקייל!

זו הדרכה מאוד פרקטית, ישירה ובועטת. 
 
התובנות והתוצאות שאלעד משתף, יפילו אותך מהכיסא!!

נתראה ברביעי...

4x Founder | GTM Advisor to Global B2Bs | Builder of Scalable Growth Systems | Dedicated Father of 3

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