A two parter:
1) Say you're designing a new type of application and you're in the process of coming up with new algorithms to express the concepts and content -- does it make sense to attempt to actively not consider optimisation techniques at that stage, even if in the back of your mind you fear it might end up as O(N!) over millions of elements?
2) If so, say to avoid limiting cool functionality which you might be able to optimise once the proof-of-concept is running -- how do you stop yourself from this programmers habit of a lifetime? I've been trying mental exercises, paper notes, but I grew up essentially counting clock cycles in assembler and I continually find myself vetoing potential solutions for being too wasteful before fully considering the functional value.
Edit: This is about designing something which hasn't been done before (the unknown), when you're not even sure if it can be done in theory, never mind with unlimited computing power at hand. So answers along the line of "of course you have to optimise before you have a prototype because it's an established computing principle," aren't particularly useful.