Poor performance leads to user efficiency losses and limits your options. It can often be directly linked to reduced returns and increased costs. Improving the performance of key parts of your application could bring enormous benefits.
We follow the scientific method in our approach to performance. Accurate measurements are paramount, as well as comprehensive regression tests and clear targets. Only then is it safe to start to improve the performance of parts of the program.
We have extensive experience measuring and improving performance of (distributed) applications, on everything from laptops to HPC hardware.