Our applications not only need to be functional, they need to be fast.

But, to quote Donald Knuth,

premature optimization is the root of all evil (or at least most of it) in programming

The reasoning is that you should not waste your time optimizing code where it does not even matter. However, I believe there are some kinds of optimizations you should do right away, because

they are either obvious and easy

or they are very hard to do optimize later

This is an attempt to list some of those things:

On the server

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