What differentiates your products from your competitors? “We have the best architecture” is just white noise in an IoT landscape dominated by ARM-based machines. At the macro level, the odds are most of what allows your product to function as an IoT device—security, connectivity options, safety certifications etc., is merely the price of entry to that market. Can you get ahead of the IoT revolution by focusing on the code that differentiates? This paper discusses how the fast-moving IoT market is forcing developers to re-evaluate the traditional approach to product development.