Developing embedded software for IoT products has been going through rapid changes, driven by the underlying technological evolution of hardware and software, and the pressing need to create embedded software in a more focused, scalable, and cost-efficient manner. Today IoT software embedded developers have access to a wealth of building blocks that allow them to spend most of their time and energy on what is valuable for their products. In this presentation, we will take a journey through IoT embedded development memory lane and discuss the critical aspects of creating IoT embedded software in today's world.