How to find a "thing" in the Internet of Things (IoT) haystack? The answer to this question will be the key challenge that IoT users and developers are facing now and will face in the future. Current models for IoT are focused heavily on developing vertical solutions limited by hardware and software platforms and support. With the estimated explosion of IoT in the coming years as predicted by Cisco, IBM and Gartner, there is a need to rethink how IoT can deliver value to the end-user. A paradigm shift is required in the underlying fundamentals of current IoT developments to enable a wider notion of "thing" discovery as well as discovery of relevant data and context on the IoT. Discovery will allow users to build IoT apps, services and applications using "smart things" without the need for a priori knowledge of things. In this article, we look at the current state of IoT and argue for paradigm shift addressing why and how discovery can make a significant impact for the future of IoT and moreover, become a necessary component for IoT success story.