Page Speed is important - at least to technical people who love what they do. But how can technical people explain the importance of speed & performance to business people? Simply by talking figures. The talk reflects, WHY we as an organization started to care about performance and introduces the principles of HOW to get the message into the organization delivered. We spent a whole year working on a specific goal named "T4T" to improve page speed on our sites. The talk also mentions some well-known technical principles of how we achieved this goal - and more importantly shows recent statistical learning we generated through our BI measures on the impact of page speed on our business figures.