Explore how de-normalizing data with JSON can significantly improve query performance in this PHP UK 2019 conference talk. Dive into the world of database optimization as David Stokes demonstrates how using JSON columns can reduce expensive joins and minimize index dives. Learn to challenge traditional database design principles by incorporating hybrid SQL/NoSQL approaches, potentially revolutionizing your data architecture. Discover techniques for refactoring stagnant or infrequently updated data into schemaless JSON documents, leading to enhanced query performance and improved code readability. Follow along as Stokes illustrates these concepts using a fictional guitar business, covering topics such as JSON data types, mutable JSON, production data considerations, and the implementation of new JSON APIs. Gain insights into the benefits and challenges of hybrid databases, and understand how this approach can provide flexibility for future data structure changes.