While assuring quality is a necessary step for project success, true impact can only be achieved through advocating quality. Sure, we can follow the typical QA model and just stop bugs from happening at the end, OR we can advocate for quality at all stages of a project in order to outperform and transform! Ensuring the quality of a product is difficult to do if you only begin to worry about it at the end of a project, and yet the QA role that is tasked with ensuring quality is traditionally treated as the last stop for development. Instead, it is better for QA to be involved in advocating for the quality of the product from the very first stages. What does quality advocacy look like? How do you implement it and continue to engage with all factors of discovery and development throughout the duration of a project? Finally, what are the benefits of having quality advocacy as opposed to traditional quality assurance? Quality Assurance is a team effort; therefore strong relationships between Quality Assurance Analysts and Developers are vital.