Defining reliable and profitable service is crucial for businesses, but finding the balance between application availability, costs, and time to market can be challenging. To address this, companies can use Service Level Indicators (SLIs) to measure aspects of their level of service, such as availability, latency, error rate, and throughput. By defining Service Level Objectives (SLOs), which serve as target values for these SLIs, businesses can ensure that their services meet customer expectations while also managing costs and time constraints. To achieve this, companies must identify critical systems and stakeholders, define what is important to customers, gather data on existing tools, standardize SLIs, define SLOs, and create dashboards with alerts to monitor performance. By following best practices, such as starting from components supporting business-critical capabilities and iterating over time, businesses can ensure that their services are reliable, profitable, and meet customer needs.