A trusted business must sell trusted products. Security, risk, and privacy professionals have a critical role to play in helping businesses secure the products and services that drive revenue. To secure what you sell, incorporate security activities at all stages of the product lifecycle and learn to communicate with product leadership in ways that matter to them. Security leaders must help infuse products and services with security while assuring the integrity of the decision-making data and modeling empathy for development teams and customers, thereby increasing product dependability and release consistency.