I discuss the concept of "Time to Reliability."  Time to Reliability is considered the total time from design concept up until the moment when a product is in the customer’s hands performing to the standard of its reliability goals. In a traditional design process, this is often not the same as "Time to Market." A low-reliability product release will require a "Recovery" phase after the initial release.  This post-release phase demands engineering resources and great expenses to both the manufacturer and the customer. The recovery phase concludes once the product is performing to its intended reliability goals. In a highly mature product development process, Time to Reliability and Time to Market is the same and the recovery phase is rendered unnecessary.