Its an interesting area my thoughts on this have changed over the years, this is a bit long winded but the journey is important in my view, maybe others are at different points on their own journey.
From very few discussions on quality when I was a developer, then as project manager they increased a bit as the PMP training had a small section on quality however that had a huge bias towards project quality and project risks. I learned a lot of really good stuff around risk at that point but they had almost zero on testing.
When I moved to testing the discussions drifted more towards product quality, this was almost 20 years ago and unfortunately there was also a tendency to group quality and testing into the same thing.
I had a head of QA title for a while, with the dev, PM and tester experience alongside quality process training in things like CMMI so I thought ideal role but then when I started those quality discussions with PMās, developers etc there was a significant push back to āthatās testing responsibilityā, stop interfering with our jobs.
The conversations on quality were hard and I ended up embracing the idea of testers getting out of the quality business for good reasons at the time at focused on excelling at testing. I sometimes still recommend this if testers are viewed across a company as owning quality.
These days Iām full circle, Iām mostly testing and coaching but Iāve brought back quality to the center of the discussions and to be fair that old quality/testing confusion is much rarer where I am but it did take time and a lot of discussion.
I get involved in the early quality discussions, the goals, the company values, what success and failure looks like and will often leverage from creating a quality strategy that Iāve found to be a massive catalyst for quality discussions. As I have brought testing back into the quality fold the quality strategies and discussions fairly easily allow stepping into the testing discussions.
This is important as Iāve found PMās and customers more willing to talk about quality and its importance and I can leverage this to talk about the importance of testing, going the other way is a harder discussion in my experience.
Whole team discussions, start with interest in the product questions, what do you want to achieve, what will that look like, why is that of value and to who, then ease them into questions around what could possibly be a blocker to achieving those things - its gets a bit into risk discussions at this point.
I try and keep the quality discussions with a coaching hat on rather than leading quality hat, everyone is best placed to have a say about quality in their own area.