Site Reliability Engineering (SRE) is a set of principles, practices, and organizational constructs that seek to balance the reliability of a service with the need to continually deliver new features. This talk will focus on the alerting and incident response considerations of SRE. An error budget is the primary construct used to help balance reliability and feature velocity. A well defined error budget, made up of service level indicators (SLIs) and service level objectives (SLOs), helps determine when an alert should be sent and to whom. Alerts require action and attention. We will explore how incidents are initiated, roles that play a part in incident response, and what we can learn from incidents. Leave this talk with a deeper understanding of SRE principles and with some ideas about how to improve your team's own SRE practices.