Finding the right product/market fit is challenging for any company, but it just a little harder for hardware startups. I recently visited the San Francisco offices of Nebia to chat with co-founder and CEO Philip Winter, whose eco-friendly hardware startup has received funding from Apple CEO Tim Cook, former Google CEO Eric Schmidt and Fitbit CEO James Park.

After checking out the company latest shower head, we eased into a discussion about the opportunities and challenges facing hardware startups in Silicon Valley today. TechCrunch: What so hard about hardware in 2020? Philip Winter: The hardware landscape was, at one point, super-hot, at least in Silicon Valley.

I would say like three or four years ago.

A lot of companies came out with breakout products and a lot of them disappeared over the years since then.

A lot of them are our peers — it a fairly small community.