Scalability != performance. In fact, having to scale your architecture significantly with growth may be a symptom of a poor application performance. Yet, with the rise of cloud and the abundance of automation and container tools that simplify scalability aspect of your system, performance considerations are often pushed to the back row. Building systems for high performance is not easy. It requires a lot of considerations - from technology selection to design decisions. And "the cloud" does not magically solve those problems for you. In this talk I'll discuss common performance pitfalls across the stack and talk about useful techniques and examples that every application could benefit from.