In this talk, I will cover how a web site naturally evolves from a simple web application, through the process of adding an asynchronous job queue, to a fully stream-based and service-oriented architecture, as implemented at Bitly. We will explore how Bitly arrived at this architecture, the pros and cons of operating a streaming-based system, and examine some of the tools we built to make our service possible, particularly NSQ (https://github.com/bitly/nsq/), our message queue system.