Faster transaction times can lead to improved business outcomes, but it's essential to prioritize customer experience and focus on availability and correctness before optimizing for speed. Ensuring that applications and infrastructure are consistently and reliably available is crucial, as a single outage or error can have significant impacts. Correctness also matters, as even fast systems can be rendered useless if they're not functioning correctly. To optimize for performance, it's necessary to identify critical customer journeys, understand response-time sensitivity, and consider perceived load times. Measurement and instrumentation are key to identifying KPIs, setting baselines, and assessing the business impact of optimization efforts. By focusing on these best practices, organizations can go faster without spinning their wheels and drive meaningful business outcomes.