This document discusses quality assurance practices that can be applied in the early stages of product development. It addresses problems that arise from high bug costs and unclear roles of developers and testers. Potential solutions proposed include applying testing practices at the concept, requirements, and design stages. Specific techniques discussed are testing concepts using persona data, A/B testing, requirements analysis, test-driven development, behavior-driven development, and pairing testers and developers. Benefits include reducing bugs and manual tests while increasing knowledge across roles. Challenges include ensuring tests are appropriately scoped and requiring changes to team mindsets.