Internet of Things (IoT) applications combine sensing, wireless communication, intelligence, and actuation, enabling the interaction among heterogeneous devices that collect and process considerable amounts of data. However, the effectiveness of IoT applications needs to face the limitation of available resources, including spectrum, energy, computing, learning and inference capabilities. This paper challenges the prevailing approach to IoT communication, which prioritizes the usage of resources in order to guarantee perfect recovery, at the bit level, of the data transmitted by the sensors to the central unit. We propose a novel approach, called goal-oriented (GO) IoT system design, that transcends traditional bit-related metrics and focuses directly on the fulfillment of the goal motivating the exchange of data. The improvement is then achieved through a comprehensive system optimization, integrating sensing, communication, computation, learning, and control. We provide numerical results demonstrating the practical applications of our methodology in compelling use cases such as edge inference, cooperative sensing, and federated learning. These examples highlight the effectiveness and real-world implications of our proposed approach, with the potential to revolutionize IoT systems.