In our presentation "Privacy by Development - How data protection does not become the endgame of a product release", we share practical insights for developers, product owners and IT decision-makers who want to understand data protection not just as an obligation, but as an integral part of agile product development. We immerse ourselves in the world of agile development methods and use concrete examples and personal experiences to show how data protection principles can be seamlessly integrated into the development process - so that data protection does not become a showstopper. In doing so, we not only highlight the challenges that arise for the organization in SMEs and traditional companies and the area of tension in which developers and product owners find themselves in the creation of complex products, but also the positive effects on products and teams - and how this can create sustainable trust and customer benefit.