Application security is crucial for safeguarding software products and can begin with straightforward strategies and open-source tools. Key areas of focus include avoiding the commitment of secrets like API keys within source code, managing third-party dependencies to prevent vulnerabilities, and adopting secure coding practices. It's important to use environment variables for sensitive data, automate scanning and detection of such secrets using tools like GitHub's secret scanner or Gitleaks, and conduct peer reviews to ensure security. For third-party dependencies, it's recommended to maintain an inventory, use scanning tools to identify vulnerabilities, and implement updates carefully. Secure coding involves understanding common attack patterns and using resources like the OWASP Top 10 and SAST tools to identify and rectify insecure coding patterns. Organizations like Kinde exemplify these practices by employing tools such as Gitleaks and SonaType’s nancy for dependency checks, and fostering a culture of security awareness and continuous improvement through team discussions and documentation of vulnerabilities.