Premature optimization is the optimizing of code for performance reasons before the code has been measured or profiled to determine if the optimization will actually be beneficial.

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Know the limits of optimizing code and not get suck into playing the optimization game.

Fun is more productive. Fun leads to a better understanding of the problem domain. And that leads to fast code, even if it might be orders of magnitude away from optimal when viewed through a microscope.

When you're designing an application, there is a temptation to build it to a super-scalable future-proof architecture, even when the immediate requirements can be met by a simple single-tier application that can exploit the pure power of IIS and SQL Server.