I discuss our milestone of reaching the fourth phase of the practice of reliability engineering, Reliability Culture. Reliability as a discipline in product development started with the simple strategy of "over design." As a refresher, we started with big, heavy, and strong items to accomplish a task. If these weren’t getting the job done, we tried something even bigger and stronger. Phase two was the use of statistics and analysis to predict performance and adjust designs accordingly while Phase three was the Design for Reliability philosophy. Now in phase four, Reliability Culture, we are applying methods and tools to connect reliability programs to the product market as well as business goals.