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The philosophy of build-in reliability (BIR) or design for reliability (DFR) emphasizes the value of reliability prediction at a product’s very early design stage. Due to the lack of reliability data, the reliability prediction in this phase often utilizes auxiliary information such as the reliability information of similar products or components. In this talk, we discuss an enhanced parenting process, which consists of rigorous mathematical formulations and provides statistical inference on the failure rate of the new product. The talk is based on our paper entitled “An enhanced parenting process: predicting reliability in product’s design phase”, published on Quality Engineering in 2011.