What are the opening hours?

Monday 09:00 - 17:00 Tuesday 09:00 - 17:00 Wednesday 09:00 - 17:00 Thursday 09:00 - 17:00 Sunday 09:00 - 17:00

TheRoad

Home
Israel
Tel Aviv
TheRoad

Directions Website

TheRoad TLV helps founders and product teams build hardware that competitors can't copy and customers won't leave.

Strategy, product definition, and industrial design for smart hardware, IoT, and software-augmented products.

30/10/2026

Thanks, Timothy_Hughes for having me on podcast, and your thought provoking questions.

Hope your audience finds answers to their own hardware and journey!

(link below)

27/10/2026

Rabbit ai raised $65M and one ChatGPT outage bricked every R1 in the field. Humane raised $230M, switched off its servers, and turned a $700 pin into e-waste. Segway burned $100M to end up in mall security.

Meanwhile ŌURA put sleep staging on the ring itself, Tesla sells a $2,000 speed upgrade over the air, and Nespresso has been selling capsules since a $600 machine in the eighties.

Three years of cases like these went into my book, Tangibles. It is now searchable, together with every IoT News Digest issue, and it answers in plain language with page numbers.

Ask it anything about physical AI or connected hardware. What question about connected products have you never found a straight answer to?

Link in the first comment.

15/10/2026

That book launch was a blast!
Read about the discussion:

On October 5 the book got its evening in a room with people in it. A report on the launch at Panthera, Tel Aviv, and the panel with Igal Beilin, David…

22/09/2026

Another day, another review:

Explore our review of Tangibles by Yoel Frischoff, a practical guide to building connected hardware products, validating ideas, and creating lasting value. Copy description

20/09/2026

Yoel Frischoff Of TheRoad On 5 Tricks for Creating “Sticky” Tech Products

An Interview With Rachel Kline

05/09/2026

do you run a business, and need to follow up on marketing motions?

Single-user outreach CRM. No database, no build step, no seats. Clone, run, done. - yoelf22/barebonesCRM

26/08/2026

In sixteen days the EU starts a clock on every connected product sold into Europe. From 11 September, once you know a vulnerability in your product is being actively exploited, you have twenty-four hours to file a first report with ENISA, and seventy-two for the full notification.

That is not the requirement most hardware teams have been preparing for. The Cyber Resilience Act does not ask whether your product is secure. It asks whether you noticed. Noticing is a capability, and almost nobody bought it.

Most connected devices ship with no fleet telemetry worth the name, so you learn about exploitation the way manufacturers always have — a customer complains, a researcher publishes, or a journalist calls. In 2015 Charlie Miller and Chris Valasek took over a Jeep Cherokee on a St. Louis highway from ten miles away, and Fiat Chrysler recalled 1.4 million vehicles, mailing owners a USB stick so they could patch their own cars. That counted as a fast response at the time. Under the rule that starts on 11 September, the first report would have been due before most of that company knew anything had happened.

Here is the part worth arguing about. The teams who find this trivial are the ones who already built the dull software layer: device identity, signed over-the-air updates, telemetry that reports something other than uptime. They built it to run a business on the installed base rather than to satisfy a regulator, and the compliance falls out of it for free. Everyone else is about to find that the certificate on the box was never the security story — the ability to see and to fix was.

So which is it: a twenty-four hour clock as a compliance tax on hardware, or the first regulation that actually pays back the companies who invested in the software layer?

12/08/2026

A $99,000,000 Right-To-Repair Problem
=======================================
John Deere just lost a wall it spent years building. Last month the FTC forced it to give farmers the same repair software and diagnostics as its own dealers — for the next ten years. Second settlement this year; a $99M class action landed in the spring.

Here's why every hardware founder should care, because Deere didn't do anything exotic. It ran the playbook half the connected-hardware industry now copies: pair each part to the serial number so a swap won't work until a dealer authorizes it, put diagnostics behind a dealer login, turn repair into a channel you control. On a spreadsheet it's gorgeous — recurring revenue, a captive base, switching costs that compound every year.

But repair lock-in isn't a moat. It's a liability with a delay. It reads as recurring revenue right up until a regulator reclassifies it as an antitrust problem — and then the margin you built on becomes a consent decree you operate under for a decade. You lose the revenue and inherit the cost of proving you stopped.

The tractor is just the visible case. Every connected product now ships with the same temptation: use the software layer to decide who repairs it, which parts work, what the customer can do after the sale. The harder you lock people out, the better it looks in the board deck — and the bigger the target on your back. The durable version of that instinct was never control. It's being the product customers won't leave, not the only one that's legal.

So where's the line — which switching costs are a real moat, and which are just a toll booth waiting for a regulator?

Address

19, Ha'Arbaah Street
Tel Aviv

Opening Hours

Monday	09:00 - 17:00
Tuesday	09:00 - 17:00
Wednesday	09:00 - 17:00
Thursday	09:00 - 17:00
Sunday	09:00 - 17:00

Website

https://www.theroadtlv.com/, https://tangibles-book.com/

Alerts

Be the first to know and let us send you an email when TheRoad posts news and promotions. Your email address will not be used for any other purpose, and you can unsubscribe at any time.